A conceptual brand built around reframing personal hygiene as a modern, on-the-go ritual rather than a compromise. The project explores how a utilitarian product—body wipes—can be elevated through fashion-led branding, editorial art direction, and a sharper cultural point of view.

The design system positions the product as a “reset” for moments between destinations (post-gym, travel, nights out), borrowing cues from luxury fashion, dry cleaning tags, and garment care language. Visually, it leans into clean but striking compositions—high contrast, minimal palettes, and tactile materials—paired with confident, slightly irreverent messaging.

Across packaging, campaign, and mock applications, the work focuses on:

Turning a functional product into a desirable object

Creating a distinct tone that sits between beauty and fashion

Building a cohesive visual system that scales across digital, retail, and OOH

The result is a brand that feels intentional, elevated, and culturally aware—designed to stand apart in a category that typically defaults to clinical or generic.