Beyond the Bottle- Redesigning Identical Brands

Challenge: Two DTC skincare brands were drowning in a sea of The Ordinary lookalikes—indistinguishable packaging, forgettable messaging, and conversion rates that reflected it.

What I Did: I led end-to-end rebrands for both companies without changing their products. Through user research, competitive analysis, and PM frameworks (JTBD, RICE, Kano), I repositioned each brand around its strategic differentiator, designed new visual systems, rewrote packaging copy, and built product requirement docs.

Impact: Improved conversion rates, brand recall values, ad CTR and repeat purchase rates.