Scope of Work
• Brand DNA & Audience Definition
• Brand Repositioning & Strategy
• Creative & Art Direction
• Visual Identity Development
• Tone of Voice & Messaging Framework
• Product & Packaging Direction
• Brand Guidelines & System Rollout
Challenge
Olivia Rose entered the market without a clear audience or point of view.
The brand lacked consistency across products, packaging, and messaging, resulting in a generic presence that failed to communicate quality or purpose. Product sourcing leaned toward lower-quality materials, and packaging relied heavily on plastic, creating a disconnect with increasingly conscious consumers.
The brand lacked consistency across products, packaging, and messaging, resulting in a generic presence that failed to communicate quality or purpose. Product sourcing leaned toward lower-quality materials, and packaging relied heavily on plastic, creating a disconnect with increasingly conscious consumers.
Without a defined customer or cohesive identity, the brand struggled to differentiate itself in a saturated category.
Approach
I repositioned Olivia Rose as a no-gimmick essentials brand for women 30+, grounded in quality, function, and restraint.
The process began with clearly defining the target customer and identifying key brand pain points: inconsistency, over-packaging, and lack of perceived value. From there, I elevated the product offering through improved sourcing, reduced unnecessary plastic use, and established a more thoughtful, environmentally responsible approach.
Visually, the brand shifted toward a calm, modern system—intentional, minimal, and consistent—designed to support longevity rather than trend cycles.
Result
The rebrand transformed Olivia Rose into a focused, cohesive brand with a clear audience and strong foundation.
Key outcomes included:
• A defined target demographic: women 30 and above
• Improved product quality and sourcing standards
• Reduced plastic use and more responsible packaging choices
• A consistent brand and visual system across all touchpoints
• A clearer value proposition rooted in trust, function, and durability
Today, Olivia Rose is positioned as a considered, quality-driven brand built for women seeking timeless products without excess or compromise.