INDUSTRY:
AUTOMOTIVE & OUTDOOR GEAR
CLIENT:
GEARAMERICA
FULL REBRAND
the brief.
Yoove is a lifestyle brand centered on creating purposeful products that add comfort and ease to everyday life. As the brand grew, we saw an opportunity to expand into the self-care space with products that balanced quality, intention, and accessibility.
The Luxe Lather Soap launch introduced Yoove’s self-care category with a product designed to feel both elevated and approachable. Using ingredients like turmeric and kojic acid, the goal was to create something that delivered real results while looking beautiful on the shelf.
I led the creative direction for the launch, overseeing product design, packaging, and e-commerce strategy to establish self-care as a new, long-term growth category for Yoove.
product development.
My role in product development for this product was minimal. I contributed to product development by selecting the color palette for both the elastic strap and scrubber component. The goal was to create a product that looked fresh, natural, and premium while staying true to Yoove’s focus on thoughtful, everyday self-care. I chose a clean olive-green strap for its connection to natural ingredients and opted to keep the scrubber uncolored to maintain a minimal, spa-like aesthetic. These subtle choices elevated the product’s overall look while ensuring it photographed beautifully across digital and retail placements.
packaging design.
I designed the full packaging system for the Yoove Luxe Lather Soap line, building a bright and balanced visual identity that feels modern, uplifting, and naturally premium. The design uses warm yellows and oranges to represent the hero ingredients such as turmeric, papaya, and lemon, paired with clean typography and structured layouts that reinforce a sense of simplicity and trust.
The back of the packaging highlights key ingredients and benefits through clear iconography and callouts, ensuring both shelf appeal and instant readability online. Each panel was thoughtfully designed to communicate the brand’s promise of natural, gentle, and effective self-care.
product photography
I sourced and managed an external photography agency to produce the product and lifestyle imagery for Yoove Soap. After researching and selecting the right partner, I created a detailed image-by-image photo brief that outlined composition, lighting, and tone to ensure the photos aligned with Yoove’s clean, premium aesthetic.
Throughout the process, I coordinated pricing, reviewed proofs, and provided feedback to keep the project on schedule and within budget. I also worked closely with the agency to refine edits and maintain consistency across all final images. The resulting photography captured the brand’s bright, natural look and became the foundation for packaging, Amazon creative, and digital marketing materials.
amazon carousel and a+ premium
I led the development of Yoove’s Amazon presence, creating the product carousel and overseeing the design of the A+ Premium content. I mentored a team member through the full creative process, guiding her from wireframe creation to low-fidelity layouts and finally high-fidelity designs. Throughout multiple feedback rounds, I provided direction on layout, hierarchy, and tone to ensure the final assets met brand and performance standards.
The resulting content highlighted Yoove’s natural ingredients and product benefits with clean, educational visuals that balanced clarity and warmth. The carousel and A+ modules worked together to create a cohesive, elevated shopping experience that strengthened brand recognition and conversion within the skincare category.
conclusion
The Yoove Soap project brought together thoughtful design, strategic leadership, and clean visual storytelling to elevate a simple product into a premium self-care brand. From packaging and photography to Amazon content, every element was guided by a focus on clarity, warmth, and approachability.
The launch successfully strengthened Yoove’s presence within the skincare category, giving the brand a more refined and cohesive visual identity that resonated with consumers. The process also provided an opportunity to mentor team members, improve creative workflows, and establish scalable systems for future product launches.