Rough Beauty is a bath and body brand, created for those who cherish rustic simplicity and enjoy a mindful cleansing experience. Jia Tian, the founder of Rough Beauty, shared her struggle on how her brand can appear more consistently across all platforms. So, we came together for a brand refresh and packaging update.

I created a font system and style guide to help her visualize how her brand can be used in a more cohesive way. After that, we moved on to work on packaging design for her multiple product lines. Throughout the design process, we focused on how she can provide a full brand experience to her loyal customers, while trying to reduce packaging materials and aligning with the brand’s core philosophy of simplicity and sustainability.