Designed the visual refresh of the iconic Pine-Sol brand, modernizing its look and feel to resonate with a younger Gen Z audience while keeping the familiarity loyal customers expect. To make each variant instantly recognizable, I developed a scent-forward design strategy built on prominent, top-anchored scent iconography, vibrant color palettes, and custom illustrations that make fragrance the hero of the package. Strong concept testing on Vizit and consumer testing of the final designs helped brand leadership select this top-anchored approach.

I designed the label architecture, art directed an illustrator to create the final scent artwork, and extended the system across e-commerce, email, and web, bringing in elements from the “OMG DA PINE” social campaign to connect shelf and digital.

AI-assisted workflow: To present early concepts, I combined AI-generated and stock imagery and refined it in Photoshop to develop scent art directions for the labels. I also tested label and e-commerce designs with Vizit, an AI platform that scores design performance, to help optimize for conversion. I created AI-generated lifestyle imagery for e-commerce assets and retouched imagery with AI tools in Photoshop.