Modernizing a celebrity-backed wellness brand
Hilary Duff’s home fragrance brand Below 60 approached me to refresh their visual identity and packaging system. The original packaging lacked cohesion and didn’t align with the elevated, clean-living image the brand aspired to. I led the rebranding effort, designing a system that brought consistency across diffusers, refill cartridges, and candles—making the brand feel modern, calming, and ready for premium retail shelves.
Packaging Design
Visual Identity
Brand Refresh
Design System
Before: The original brand visuals leaned heavily on trendy graphics and surface-level themes that felt disconnected from the core values of the product and Hilary Duff’s personal aesthetic. Packaging elements lacked cohesion, and recurring motifs didn’t reflect the calming, grounded experience of a home fragrance line.
After: I led a full visual refresh grounded in serenity, approachability, and quiet luxury—values more aligned with both the founder and the product category. The redesign introduced a cohesive visual identity system with a rich color palette, refined typography, and elevated materials to evoke calm and quality.
