AVÉR SKINCARE
head of CREATIVE & design
Led the creative strategy, ideation and design for the launch of the CBD skincare line Avér, from positioning and brand and product naming through hands-on design for all elements of consumer and B2B touchpoints, including packaging, POP, marketing, and media.
I brought on the team at Muse Headquarters to collaborate on the brand positioning and naming process, and all editorial needs.
We worked with a small internal team to conduct an intensive short-term discovery process, develop and gain consensus from executive stakeholders on business strategy, target audience, personas, brand architecture, promise, personality, product naming, positioning, a logo, and the visual and editorial voice.
Created the word Avér as the brand name, an original derivation of Veritas, signifying “a new truth.” We wanted each product to have its own powerful story and personality, so used a unique pattern for each, suggesting the benefits and used as a distinct visual branding element on and inside the packaging.
Soothe
Pain Relief Balm
A salvation for a serene state of bliss.
Dream
Night Rejuvenating Crème
An enchantment for overnight renewal.
Protect
Day Crème Broad Spectrum SPF 30
A shield that protects and nourishes.
Balance
All-Body Moisturizing Lotion
A ritual that maintains head-to-toe harmony.
Quench
Ultra-Hydrating Body Oil
A silky serum that maximizes radiance.
Repair
Healing Balm
A calming comfort that harmonizes healing.
Developed the packaging concept for both the mass consumer CBD line of products and the controlled substance THC line sold exclusively in dispensaries.
Besides being responsible for all product naming, we also created the B2B investor and retailer presentations, and a system for organizing all of the product information into a matrix for maintaining consistency.
In the go-to-market strategy discussions, it became clear that there should be an active B2B partnership component with high-end boutique hotels, spas, and celebrity influencers. I created a luxury product sample suite with a mini-brochure overview, to be placed in key locations to encourage trial.
I also conceived and designed a full-size trifold overview brochure aimed at acquiring key B2B retail partnerships.
