Building a Beauty-Grade Wellness Brand for Oath

Oath is a Washington, DC-based juice company with a vision far beyond the typical wellness beverage. Founded by two beauty industry veterans, Oath set out to make cold-pressed juices feel like part of a luxury beauty ritual. Their belief was simple: drinking their juice should feel as transformative and indulgent as getting a facial.

When I joined the project, the founders were bootstrapping their start-up and had a limited budget for content creation. This meant our creative direction needed to be as resourceful as it was strategic. I was tasked with developing a complete consumer packaged goods brand that could stand confidently alongside high-fashion and prestige beauty labels, all while leaning heavily on stock photography and digital mockups to keep costs low.

I began by crafting a clear brand positioning rooted in the idea of ritual and personal commitment. The name Oath was chosen to reflect a promise to oneself — a daily commitment to health, beauty, and wellbeing. From there, I built a refined visual identity that blended the clean minimalism of modern luxury with the freshness of natural ingredients.

The initial SKU lineup included five blends: Coconut Milk, Grapefruit Juice, Veggie Blend, Beet Blend, and Carrot Juice. Each was given its own product story and back-of-bottle benefit statement, connecting the functional health properties of the ingredients to visible beauty and wellness outcomes. Packaging design was created with elegance and restraint, ensuring each bottle could live naturally in both a refrigerator and on a beauty influencer’s vanity.

Since launch, Oath has been selling exclusively online. In Q2 of 2025, the company secured additional funding to expand into brick-and-mortar retail and increase their product range. My foundational creative work has positioned them to scale seamlessly, with a brand identity and marketing toolkit that will translate across retail displays, expanded product lines, and new digital campaigns.

This project highlights my ability to take an early-stage concept and transform it into a fully formed, luxury-ready brand world. It required strategic thinking, hands-on design execution, and the ability to tell a story that inspires both customers and investors — exactly the kind of work I bring to beauty, wellness, and lifestyle brands in their most pivotal growth stages.