FIVE BELOW
LAYER'D is a dessert-inspired body spray collection created to feel playful, indulgent, and instantly craveable. Each scent is designed to smell like a sweet treat, with fragrance stories inspired by flavors like Strawberry Shortcake, Buttered Pancakes, Pistachio Latte, and Apple Cobbler. The brand combines bold color, food-inspired visuals, and fun collectible packaging to create a beauty experience that feels fresh, youthful, and highly giftable.
As the Branding and Product Designer, I developed the collection from concept through production, shaping the overall brand direction, scent storytelling, packaging system, product renderings, and retail-ready presentation. My role focused on creating a cohesive visual identity that translated dessert flavors into fragrance packaging with strong shelf appeal, playful personality, and a clear product story.
SERVICE
Branding & Packaging
CLIENT
YEAR
FiveBelow
2025
CREATIVE DIRECTION
I led the full creative direction from initial concept to final retail presentation. This included developing the product vision, visual language, color palette, packaging direction, and overall brand experience to ensure the line felt cohesive, marketable, and shelf-ready.
CONCEPT DEVLOPMENT
I developed the full product concept from the ground up, translating trend research, consumer insights, and category opportunities into a clear creative system. Each product was designed to feel current, playful, and commercially relevant while still supporting a strong brand identity.
RENDERING & VISUALIZATION
I created realistic product renders and presentation visuals to bring the line to life before production. These visuals helped communicate packaging structure, material finishes, color direction, and how the full collection would live together as a retail-ready assortment.
PRODUCTION & RETAIL
I carried the concept into production by preparing packaging artwork, refining product graphics, and supporting the transition from design approval to final shelf presence. My focus was to create a line that not only looked strong in concept, but translated successfully into a polished retail product.
