Every concept tells a story — even the ones that never leave...

Every concept tells a story — even the ones that never leave your artboard.

When I was developing the packaging system for Dr. O’Neal’s Skincare Essentials (DOSE), I explored how texture, tone, and light could shift the same brand essence into completely different experiences.

One direction whispered ritual. Another radiated science. A third captured that serene middle ground between the two.

These concepts might never reach production, but they represent something important — possibility. They remind me that design isn’t only about the final product; it’s about exploring the range of what a brand could become.

It made me wonder — what do you do with your unchosen concepts? Archive them? Rework them later? Or let them rest as part of your evolution?

#PackagingDesign #BrandIdentity #SkincareBranding