primavera life (new york, ny and sulzburg, germany) // brand consultation, illustration, print and packaging design, photo art direction
the project: brand refresh, redesign for the N. American market, 20th anniversary product packaging design, packaging design refresh, print collateral design, photo art direction for a german organic essential oil, skin and bodycare company – all while using the company’s existing brand identity
my role: creative director, lead designer, stylist and photo art director, design consultant
to do: spearhead the visual adaptation and cross-channel execution of primavera life’s heritage identity for the North American organic skincare sector. I orchestrated a comprehensive brand refresh across print collateral, labeling, and packaging. the strategy centered on elevating the brand’s visual vocabulary to resonate with a sophisticated north american demographic while maintaining strict adherence to the brand’s european legacy. through intentional photo art direction and refined typographic systems, I ensured the brand achieved market-specific relevance without compromising its core equity.