Super cute skincare brand SUGU was developed as an introduction to K-Beauty, targeting consumers just starting out on their skincare journey. Supporting a message of feeling good in your own skin with a focus on positivity and joy across every brand touchpoint from packaging design to social media and marketing. The bright glossy packaging, designed to stand out in a mass environment with a positive and informative tone of voice that feels accessible and approachable. A family of super cute characters representing the core product ingredients and helping to create a dialogue with the consumer on social media and POS.

In my role as Director of Creative and Brand I worked from initial insight gathering and mood board creation to branding, character illustration and development and concept packaging design. Art directing social content, website material, POS, marketing send outs and trade and consumer events including Cosmoprof and GLOW.

Retailers including: DM Germany, Beauty Bay, Topshop and ASOS.