2023-2024
Birchbox
Birchbox is a monthly subscription service that delivers personalized beauty products right to your door. As a member, you gain access to a wide range of brands and have the opportunity to try out exclusive products not readily available elsewhere.
After Retention Brands acquired the company, I led the effort to rebuild the brand identity. The previous design direction targeted Gen Z but neglected Birchbox's primary audience: Gen X and Millennials. Our goal was to redesign a more mature brand identity to better represent this community while maintaining a spirit of playfulness and femininity.
We aimed to retain core elements familiar to our audience while introducing new guidelines for color, typography, illustration, and layout to ensure consistency across all marketing channels.
Credits
Special thanks to Natalie Westerholt, Madison Page, and everyone else who helped to build the brand.
Birchbox
Birchbox is a monthly subscription service that delivers personalized beauty products right to your door. As a member, you gain access to a wide range of brands and have the opportunity to try out exclusive products not readily available elsewhere.
After Retention Brands acquired the company, I led the effort to rebuild the brand identity. The previous design direction targeted Gen Z but neglected Birchbox's primary audience: Gen X and Millennials. Our goal was to redesign a more mature brand identity to better represent this community while maintaining a spirit of playfulness and femininity.
We aimed to retain core elements familiar to our audience while introducing new guidelines for color, typography, illustration, and layout to ensure consistency across all marketing channels.
Credits
Special thanks to Natalie Westerholt, Madison Page, and everyone else who helped to build the brand.
