Naked & Thriving —
Brand Identity & Creative System
A full brand transformation—identity, packaging, photography, and voice—that set the foundation for 3x revenue growth over 12 months.
THE CHALLENGE
Naked & Thriving had strong products and a loyal early customer base, but a visual identity that couldn't support retail expansion or national scale. The brand needed to signal clinical credibility and emotional warmth simultaneously, without looking like every other clean beauty brand on the market.
MY ROLE
I led the transformation end to end, from brand positioning and creative strategy through visual identity, packaging system, photography direction, and rollout. I hand-lettered the logo, designed the custom typeface, and developed the original illustration system.
Brand Positioning & Strategy
Visual Identity & Logo
Packaging System
Photography Direction
THE APPROACH
The brief was to bridge clinical credibility with warmth and humanity. Rather than choose between the two, we built a visual system where craft was the signal of rigor, hand-lettering and illustration as evidence of intentionality, not decoration.
The packaging system was designed to be modular and scalable across SKUs, with a clear hierarchy that could flex across product lines without losing coherence. Photography direction prioritized real skin, bright natural light, and lifestyle context.
BRAND IDENTITY SYSTEM
PACKAGING DESIGN SYSTEM
THE RESULTS
3×
Revenue growth in the 12 months following the rebrand
30%
Of annual revenue driven through owned brand channels
10+
SKUs scaled without a creative refresh for 5+ years
TESTIMONIAL
“What made Margaret exceptional was her rare combination of vision and action. She could zoom out to define long-term brand positioning and, in the same breath, jump into campaign details to elevate performance. She was a true strategic partner to marketing — deeply collaborative, solutions-oriented, and always focused on driving both brand equity and measurable growth.”
Justin McDole, Director of Retention, Naked & Thriving
