Repositioned the Clean & Clear brand through strategic innovation, packaging redesign, and comprehensive brand guidelines that clarified the brand’s purpose, strengthened relevance with a new generation of consumers, and created a cohesive system for consistent execution across all touchpoints.
Clean & Clear
Brand Innovation & Redesign
Role: Senior Designer
Scope: Brand Strategy, Visual Identity Development, Logo Update, Packaging Design, Brand Guidelines
Focus: Repositioning the brand for modern relevance through purpose-led strategy and cohesive global expression
Team: Brand Strategist, Solutions Designer, Packaging Brand Manager, Sr Designer, Freelance Designer
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Clean & Clear had strong brand recognition but lacked a clearly defined modern purpose and cohesive system to guide future growth. The brand needed renewed relevance for a new generation of skincare consumers while staying authentic to its heritage.
The opportunity extended beyond a visual refresh. Foundational strategic clarity was required to align consumer insight, brand positioning, packaging expression, and long-term execution with opportunities for growth. The brand needed a unified framework that could support innovation, modernize shelf presence, and ensure consistency across markets and touchpoints.
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Brand Innovation:
Conducted and synthesized insights from consumer interviews (current and non-users)
Contributed to defining renewed brand purpose & positioning, consumer profile, and consumer hierarchy of needs as well as foundational brand principles.
Developed exploratory visual and verbal language systems - Created mood boards, mock product concepts, and early brand executions
Packaging Redesign
Refined and updated the Clean & Clear logo while preserving brand equity
Designed refreshed packaging to align with new brand voice & strategy
Brand Guidelines
Co-developed comprehensive global Brand Guidelines
Defined logo usage, color systems, typography hierarchy, graphics, and photography principles
Designed application examples to support scalable global execution
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Established a clear, purpose-led strategic foundation for the brand
Created a cohesive visual and verbal system to guide future innovation
Modernized packaging to improve shelf clarity and brand perception
Strengthened alignment between brand strategy and product expression
Delivered scalable global guidelines to ensure long-term consistency
Brand Innovation
Consumer insight informed a renewed purpose and strategic framework for Clean & Clear. This phase defined core beliefs, behavioral principles, science positioning, and an exploratory visual and verbal language supported by early concept development.
Consumer interviewer were conducted from users and non-users to gain insight as well as desktop research and a brand history audit.
Packaging Redesign
The packaging system was redesigned to reflect a more confident and modern brand expression. The logo was refined, communication hierarchy strengthened, and SKU alignment improved to create a cohesive and adaptable global portfolio.
Brand Guidelines
The refreshed identity was codified into comprehensive brand guidelines covering story, voice, logo usage, color, typography, graphics, photography, and application examples — ensuring scalable and consistent execution.
