Create a new bath and beauty accessories brand from the ground up that could compete in a modern retail environment. The brand needed to feel approachable yet elevated, playful without being juvenile, and flexible enough to scale across both bath and beauty categories.
The challenge was defining a clear point of view in an oversaturated space while avoiding trends that feel disposable or overly decorative.
I developed Lilly Grace as a clean, trend-forward accessories brand centered on everyday rituals. The name was created to feel friendly, memorable, and brandable, while the visual system was built around confident typography, bold color blocking, and Bauhaus-inspired geometry.
The packaging system was designed to be modular and scalable, allowing different product types to live cohesively on shelf while maintaining individual presence. Color was used intentionally as a differentiator across SKUs, balanced with restraint to keep the brand feeling modern and editorial rather than playful or childish.
Lilly Grace launched as a fully realized brand system spanning bath and beauty tools, including exfoliating sponges, loofahs, shower accessories, and makeup tools. The final outcome is a cohesive, retail-ready brand that feels current, adaptable, and commercially viable across physical and digital touchpoints.
The project demonstrates end-to-end brand ownership — from naming and strategy through execution, packaging, and visual storytelling.