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Naturally Vain
Naturally Vain, a Canadian bath and body company, needed a complete brand transformation to better reflect its values, showcase its products, and stand out in a highly competitive market. While the company had strong products and growing demand, its visual identity, packaging, and digital presence no longer aligned with its ambitions or effectively communicated its story to retail buyers and consumers.
The Goal: Create a cohesive, modern brand identity across packaging, marketing, and digital that would resonate with consumers, appeal to major retailers, and drive business growth.
Freelance Designer
My role
Creative Boots
agency
Figma, Adobe +
tools used
3+ Years
Timeline
Back to portfolio
Naturally Vain
Naturally Vain, a Canadian bath and body company, needed a complete brand transformation to better reflect its values, showcase its products, and stand out in a highly competitive market. While the company had strong products and growing demand, its visual identity, packaging, and digital presence no longer aligned with its ambitions or effectively communicated its story to retail buyers and consumers.
The Goal: Create a cohesive, modern brand identity across packaging, marketing, and digital that would resonate with consumers, appeal to major retailers, and drive business growth.
Freelance Designer
My role
Creative Boots
agency
Figma, Adobe +
tools used
3+ Years
Timeline
3+ Years
Timeline
The approach
As a contract freelance designer, I took ownership of Naturally Vain’s full brand design direction with a focus on:
Comprehensive Brand Overhaul: Redesigned every product label and box design across Naturally Vain’s diverse skincare and bath collections, ensuring consistency and a refreshed visual language.
Retail-Focused Packaging Design: Created exclusive discovery sets such as advent calendars, soap sets, and bath bomb sets tailored specifically for wholesale buyers—which became core to securing large retail contracts.
Web Presence Revamp: Rebuilt Naturally Vain’s Shopify storefront with a custom theme and unique shopping experience, ensuring a seamless, brand-aligned user journey.
Visual Marketing Materials: Designed banners, email newsletters, promotional assets, and visual campaigns to support wholesale and direct-to-consumer growth.
The approach
As a contract freelance designer, I took ownership of Naturally Vain’s full brand design direction with a focus on:
Comprehensive Brand Overhaul: Redesigned every product label and box design across Naturally Vain’s diverse skincare and bath collections, ensuring consistency and a refreshed visual language.
Retail-Focused Packaging Design: Created exclusive discovery sets such as advent calendars, soap sets, and bath bomb sets tailored specifically for wholesale buyers—which became core to securing large retail contracts.
Web Presence Revamp: Rebuilt Naturally Vain’s Shopify storefront with a custom theme and unique shopping experience, ensuring a seamless, brand-aligned user journey.
Visual Marketing Materials: Designed banners, email newsletters, promotional assets, and visual campaigns to support wholesale and direct-to-consumer growth.
The Result
The brand transformation successfully repositioned Naturally Vain as a modern, professional, and retail-ready company. The impact of the design overhaul has been directly tied to substantial business growth. Key outcomes included:
A fully refreshed visual identity spanning packaging, digital, and marketing assets
Exclusive set designs that secured major wholesale contracts with Costco Canada, Costco USA, TJX Canada, TJX USA, Walmart, and Giant Tiger
A unique Shopify storefront experience that differentiated Naturally Vain from competitors and improved consumer engagement
Stronger alignment between product visuals, consumer expectations, and retail buyer needs
Increased wholesale and retail growth supported by cohesive, memorable design across all channels
This collaboration demonstrates how end-to-end brand ownership across packaging, web, and marketing—can transform a growing company into a recognized and scalable brand. By elevating every visual detail, Naturally Vain was able to win major retail partnerships, strengthen consumer loyalty, and achieve substantial growth in both wholesale and direct-to-consumer markets.
The Result
The brand transformation successfully repositioned Naturally Vain as a modern, professional, and retail-ready company. The impact of the design overhaul has been directly tied to substantial business growth. Key outcomes included:
A fully refreshed visual identity spanning packaging, digital, and marketing assets
Exclusive set designs that secured major wholesale contracts with Costco Canada, Costco USA, TJX Canada, TJX USA, Walmart, and Giant Tiger
A unique Shopify storefront experience that differentiated Naturally Vain from competitors and improved consumer engagement
Stronger alignment between product visuals, consumer expectations, and retail buyer needs
Increased wholesale and retail growth supported by cohesive, memorable design across all channels
This collaboration demonstrates how end-to-end brand ownership across packaging, web, and marketing—can transform a growing company into a recognized and scalable brand. By elevating every visual detail, Naturally Vain was able to win major retail partnerships, strengthen consumer loyalty, and achieve substantial growth in both wholesale and direct-to-consumer markets.
Let's Build Something That Stands Out.
If you’re looking for thoughtful, scroll-stopping design that feels as good as it looks, you’re in the right place. Whether you’re starting fresh or leveling up, I’d love to hear about your project—let’s make it happen.
Let's Build Something That Stands Out.
If you’re looking for thoughtful, scroll-stopping design that feels as good as it looks, you’re in the right place. Whether you’re starting fresh or leveling up, I’d love to hear about your project—let’s make it happen.
Let's Build Something That Stands Out.
If you’re looking for thoughtful, scroll-stopping design that feels as good as it looks, you’re in the right place. Whether you’re starting fresh or leveling up, I’d love to hear about your project—let’s make it happen.