while at aussie europe, i had the chance to lead the design for their limited-edition anti-frizz serum, the perfect answer to london's unpredictable weather. this wasn't a standard corporate rollout; it was a fast-moving mission to create something bold and instantly recognizable. it required a departure from typical p&g workflows in favor of speed and creative agility, proving that high-quality, premium design can be executed at the pace of the market.
the challenge lay in uncovering the right story — one that could connect the product’s essence with the spirit of the brand. inspiration came from the timing of the launch, at the end of october, and the ever-changing uk weather, aussie’s home market.
from this, a narrative began to take shape: the leap of hope after every storm — the moment when the clouds part and a rainbow appears. this became the creative thread linking emotion and benefit: hair that stays smooth and radiant, even when the weather turns wild.
the result was a dazzling, conversation-starting product that delighted both loyal fans and new customers alike. playful and eye-catching, the packaging captured the brand’s joyful spirit while housing a truly remarkable formula. launched in the heart of a rainy autumn, it brought a burst of color and positivity — a little rainbow moment that people couldn’t stop talking about.
Creative Direction, Packaging Design, Visual Identity Development, Print tTrial Supervision, Project Management.
