Making a Personal Care Brand Ready for Costco

Vanexxe needed a stronger retail presentation for Costco, but clinical photography wasn’t always the most approachable way to introduce its products. I directed a packaging and brand refresh, coordinated new photography, and carried the direction into web and social so customers could evaluate the range more comfortably.

Research showed that prominent clinical imagery could put shoppers off, even when it was relevant to the product. I worked with that finding rather than treating it as a reason to hide the subject altogether. I coordinated model photography and reviewed retouching that kept the relevant physical detail accurate while improving the presentation. That gave the brand better imagery to work with and a more deliberate way to decide when photography should explain the product and when design should lead.

On the packaging, I used typography and flowing linework to tell more of the story without making a clinical photograph the center of every purchase. The identity needed to feel consistent across the product and its outer packaging, with enough clarity for someone encountering it for the first time. I directed the work with the team and carried it through production, keeping the retail setting in view rather than judging the design only as a flat presentation.

I extended the refreshed direction into the website and social creative so the brand remained recognizable beyond the shelf. That connected the photography, packaging, and digital materials around the same product story, giving the team a consistent basis for future marketing. The work helped support Vanexxe’s expansion into Costco. I stayed involved across those applications because the retail package was only part of the experience; the next website visit or social impression needed to feel like the same company.