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CREATIVE LEAD
& ART DIRECTOR
PHYTO-C
From Clinical Science to Contemporary Beauty.
Brand Reframing & Visual System
Brand Reframing · Visual System · Packaging Architecture · Integrated Rollout
THE CHALLENGE
PHYTO-C had built its reputation around patented formulations, Vitamin C research and dermatologist-led skincare. As the brand expanded, its identity became fragmented across products, packaging and communications.
THE IDEA
Science, rooted in nature.
Connecting PHYTO-C’s scientific authority with the natural origin of its ingredients to create a more human, premium and coherent brand world.
MY ROLE
Senior Brand Designer & Creative Lead — shaping the evolving brand world across identity, packaging, campaign and digital, from visual exploration through to real-world application.
Before: Scientific-Led Brand Expression
After: Clinical Beauty Brand System
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