Chub Rub Product Launch
Chub Rub Product Launch
Chub Rub is a body care brand built on comfort, confidence, and self-love. Its hero product, an all natural anti-chafe stick, was designed for every body and every season, offering relief without the residue or harsh ingredients common in traditional formulas. The brand celebrates movement and body positivity through bright, approachable design and messaging that feels friendly, not clinical.
At its core, Chub Rub encourages people to embrace their curves and live comfortably in their own skin. It’s functional, empowering, and natural. A daily essential that feels as good to use as it looks on the shelf.
Chub Rub is a body care brand built on comfort, confidence, and self-love. Its hero product, an all natural anti-chafe stick, was designed for every body and every season, offering relief without the residue or harsh ingredients common in traditional formulas. The brand celebrates movement and body positivity through bright, approachable design and messaging that feels friendly, not clinical.
At its core, Chub Rub encourages people to embrace their curves and live comfortably in their own skin. It’s functional, empowering, and natural. A daily essential that feels as good to use as it looks on the shelf.
Overview
Overview
Packaging Design
Product Positioning
Photography
Virtual Design
For Chub Rub, I led the creative direction for the product and its full packaging redesign and launch. The goal was to move away from sterile, clinical aesthetics and introduce a look that celebrated the all-natural formula, comfort, and self-expression.
I developed the packaging system, designed digital assets for both DTC and retail channels, and supported art direction for the product photoshoot to ensure cohesive visuals across every touchpoint. A refreshed launch campaign brought the brand back into focus, reclaiming digital visibility while strengthening Chub Rub’s position as a trusted, 100% natural anti-chafe solution made for every body.
For Chub Rub, I led the creative direction for the product and its full packaging redesign and launch. The goal was to move away from sterile, clinical aesthetics and introduce a look that celebrated the all-natural formula, comfort, and self-expression.
I developed the packaging system, designed digital assets for both DTC and retail channels, and supported art direction for the product photoshoot to ensure cohesive visuals across every touchpoint. A refreshed launch campaign brought the brand back into focus, reclaiming digital visibility while strengthening Chub Rub’s position as a trusted, 100% natural anti-chafe solution made for every body.
Packaging Design
Packaging Design
I conducted extensive research into industry trends and consumer preferences to guide Chub Rub’s design direction. Using testing platforms such as PickFu and Intellivy, I validated packaging concepts and messaging to ensure the final design resonated with real consumers and outperformed competitors.
Throughout the process, I worked closely with the brand manager and production partners to keep the project on schedule and within budget. The resulting packaging system is both visually striking and practical for manufacturing, balancing cost efficiency with strong shelf appeal and consistent brand expression. Every detail was crafted to reinforce Chub Rub’s approachable, empowering tone and deliver a clean, elevated presentation across all touch points.
I conducted extensive research into industry trends and consumer preferences to guide Chub Rub’s design direction. Using testing platforms such as PickFu and Intellivy, I validated packaging concepts and messaging to ensure the final design resonated with real consumers and outperformed competitors.
Throughout the process, I worked closely with the brand manager and production partners to keep the project on schedule and within budget. The resulting packaging system is both visually striking and practical for manufacturing, balancing cost efficiency with strong shelf appeal and consistent brand expression. Every detail was crafted to reinforce Chub Rub’s approachable, empowering tone and deliver a clean, elevated presentation across all touch points.
Photoshoot
Photoshoot
I sourced a lifestyle photographer based in Spain whose authentic, editorial style aligned with Chub Rub’s natural and body-positive aesthetic. After selecting him through freelance platforms, I developed a detailed photo brief outlining composition, lighting, and tone to ensure consistency with the refreshed brand direction. I managed communication and timelines throughout the project, maintaining a strong working relationship to deliver high-quality imagery on schedule. The resulting visuals captured the brand’s approachable confidence and became a central component of the product launch campaign.
I sourced a lifestyle photographer based in Spain whose authentic, editorial style aligned with Chub Rub’s natural and body-positive aesthetic. After selecting him through freelance platforms, I developed a detailed photo brief outlining composition, lighting, and tone to ensure consistency with the refreshed brand direction. I managed communication and timelines throughout the project, maintaining a strong working relationship to deliver high-quality imagery on schedule. The resulting visuals captured the brand’s approachable confidence and became a central component of the product launch campaign.
Amazon Carousel & A+ Premium Content
Amazon Carousel & A+ Premium Content
To support the launch, I designed enhanced Amazon carousel and A+ Premium content that elevated Chub Rub’s presence on the platform. The goal was to move beyond simple product listings and create an immersive brand experience that felt cohesive with the new packaging and campaign visuals. Each module was built to educate, engage, and convert—showcasing the product’s natural ingredients, inclusive messaging, and confident tone through clean layouts and consistent storytelling.
To support the launch, I designed enhanced Amazon carousel and A+ Premium content that elevated Chub Rub’s presence on the platform. The goal was to move beyond simple product listings and create an immersive brand experience that felt cohesive with the new packaging and campaign visuals. Each module was built to educate, engage, and convert—showcasing the product’s natural ingredients, inclusive messaging, and confident tone through clean layouts and consistent storytelling.
Conclusion
Conclusion
The Chub Rub refresh brought new life to the brand, reclaiming visibility in a crowded category and reconnecting with its core audience. Through updated packaging, cohesive visuals, and thoughtful messaging, the brand reestablished its identity as approachable, confident, and results-driven. The launch reinforced Chub Rub’s position as a trusted, relatable solution for every body and laid the foundation for continued growth across retail and digital channels.
The Chub Rub refresh brought new life to the brand, reclaiming visibility in a crowded category and reconnecting with its core audience. Through updated packaging, cohesive visuals, and thoughtful messaging, the brand reestablished its identity as approachable, confident, and results-driven. The launch reinforced Chub Rub’s position as a trusted, relatable solution for every body and laid the foundation for continued growth across retail and digital channels.