Denim & Done: Thinking Inside the Box
This speculative design project explores how packaging can shape the entire customer experience, influencing communication, identity, and delivery. This project challenged me to create a brand, exploring the value created through packaging, experience and service. Throughout the semester, the textbook Designing Brand Identity has shaped the idea that branding is far more than a logo, it’s the emotional and visual identity that connects a brand to its audience. During my design process, packaging played a key role as it blends a brand's story with a customer's behavior.
My designed company, Denim&Done, is built around the belief that denim is more than just fabric: it’s a lifestyle that evolves with every individual. However, the process of shopping for jeans is often overwhelming, filled with endless fits and inconsistent sizing. Denim & Done simplifies this process: the slogan “Effortless Fit, Delivered to You” reflects the ease of our service, customers receive a box of five handpicked jeans from various brands, along with custom style guides. The goal was to design a brand that feels personal, modern, and timeless, bringing convenience and confidence in every delivery. To visualize this company, I developed a logo identity, advertisements, website prototype using Figma, and packaging mockups. Every detail, from color and typography to layout and tone was intentionally chosen to create a strategic brand experience for customers that showcases Denim&Done's promise of simplicity and ease, from ordering to delivery.
Format: Circular Everything Project
This speculative design project considers the branding of a product through the lens of circular design. The prompt challenged me to imagine a new brand shaped by minimizing environmental impact through thoughtful design. From reading Designing Brand Identity, I learned that creating meaningful impact has become essential to building a successful brand. Consumers now shop based on their values, prompting businesses to rethink their value propositions. Sustainability has become central to many innovation strategies, shifting the measure of success from solely shareholder value to a triple bottom line approach.
For my project, I developed Format, a mat redefining the pilates experience through movement with purpose. Each mat is biodegradable and thoughtfully crafted from natural rubber and organic cork, blending sustainability with intentional design. Thoughtfully designed to fold with ease, each mat embodies wellness, sustainability, and intentional movement. When it’s time for renewal, studios & gyms can fold & return worn mats for responsible recycling, keeping wellness in motion. Format’s brand identity is visualized through the logo, advertisements, vision board, and Instagram layouts. The branding is intentionally modern, catering to youthful, fitness-inspired individuals while emphasizing the voice and environmental impact across all marketing and social media touch points.
Bath & Body Works: Rebrand
This speculative design project explores the process of redesigning an existing business, recognizing that even the most established brands must innovate to maintain a competitive advantage in today’s marketplace. This project challenged me to combine rational and creative thinking skills to determine the best strategy for the rebrand. Instead of focusing narrowly on the values and target market, I took a step back and viewed the current company from a broader perspective looking at economic, social trends and factors that could shape the brand's future.
My rebrand proposal for Bath and Body Works, is designed to re engage youthful shoppers, capturing its nostalgic charm while embracing today's trends. Staying true to the affordable products the brand will reintroduce iconic 2000’s scents loved by customers. To visualize the products, I have designed mockups of the reimagined collection of body spray, lotion, shower gel, and hand sanitizer, recreating the excitement of building a collection of signature scents. As part of the innovation process, I revisited what made the company successful in the past. In combining favorite scent collections with modern packaging and influencer collaborations such as Alix and Ashin Earle, the brand can reconnect with Gen Z shoppers. As shown through the Instagram mockup and advertisements Bath and Body Works will rediscover the strengths that originally built its recognition and revive the joy, color, and confidence that made it iconic.
Current
Redesign
Gemini: Image Generation
