INDUSTRY:
KIDS SHOES
CLIENT:
MEDZONE
ANTI-CHAFE STICK LAUNCH
the brief.
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.
I led the creative direction for the product’s full rebrand and launch, developing packaging, positioning, and digital assets that aligned across DTC and retail channels. The goal was to move away from sterile aesthetics and introduce a look that celebrated the formula’s all-natural simplicity, comfort, and self-expression.
The new packaging system, refreshed visuals, and coordinated launch campaign brought the brand back into focus, reclaiming digital visibility while strengthening Chub Rub’s position as a trusted, natural anti-chafe solution made for every body.
the rebrand.
For the Chub Rub rebrand, we aimed to balance confidence with approachability. The logo was designed to feel elevated rather than overly playful, allowing the surrounding visuals to bring in the personality. A heart was built into the mark as a nod to self-love and body positivity, tying back to the brand’s core message.
The supporting illustrations draw from real ingredients, creating a colorful, organic system that feels natural and vibrant. The bright palette celebrates movement and everyday life, reminding people that their bodies are something to be embraced, not hidden.
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.
lifestyle photography.
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 and 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.
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.