The existing Living Today look had an outdated quality that was quietly undermining the products' actual value. Across such a varied range, there was no consistent visual language; each product felt like it came from a slightly different brand, which erodes trust with both retailers and customers.

The Personal Care Patch line added another layer: it was a new product category for the brand entirely, which meant building something from scratch while making sure it still felt like Living Today. It was the first project i was fully in charge of solo for Tango during my tenure there.

On a project like this, I think about systems before aesthetics. A refreshed visual direction means nothing if it falls apart at 40 SKUs; so the first job was building something modular and scalable, then making it beautiful.

For the Personal Care Patch line, I ran the full process: competitor research, in-store shelf context, customer journey at point-of-sale, then concept through to production. I made sure we understood what was around the product on shelf and what the customer was actually looking for: then designed to meet them there. I also brought the sales team into the process throughout, using their on-the-ground feedback to shape real packaging decisions.

It's something I do on every project, because a design that doesn't hold up in the real world doesn't work, no matter how good it looks on screen.

Deliverables included:

• Retail POS (point of sale) assets: posters, step up charts, banners, etc

• Campaign graphics

• Product launch collateral

• Digital advertising assets

• Social media creative

• Presentation and internal branded materials

Each piece needed to function within a larger ecosystem while still communicating clearly on its own, but also being adapted to each retailer or stakeholder assets it was going to.