Skinny Girl

Skinny Girl Brand Expansion

A full rebrand built to stretch into new categories.

Rebrand: Full
New categories: 3
Women's empowerment: Platform

Full

Rebrand

New categories

Platform

Women's empowerment

The Challenge

A beloved brand needed to grow beyond its origins while staying true to the women who built its following.

My Role

Creative Director — brand strategy, identity, packaging and campaign creative.

The Approach

Build on Skinny Girl’s connection with women through a refreshed identity and an empowerment-led brand platform, carried across packaging, campaign creative and new category experiences.

Research

Audience, category and performance data mined for real insight.

Concept

A sharp platform idea and a system of repeatable territories.

AI Production

AI-native pipelines to produce at the speed of testing.

Testing

Structured creative experiments against clear KPIs.

Scale

Winners rolled out across channels, markets and formats.

The Work

The Result

A refreshed identity and a women's empowerment platform that launched three new categories.

Next project

REWRK Design System

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