Led the visual refresh of the iconic Pine-Sol brand identity, modernizing the look and feel to appeal to a younger Gen Z demographic while maintaining strong familiarity for the loyal core consumer. To elevate variant recognition, the rebrand centers on a scent-forward design strategy featuring prominent, top-anchored scent iconography, vibrant color palettes, and custom illustrations that make fragrance the hero of the packaging. Art directed the final scent artwork, designed the label architecture, and extended the system across e-commerce assets by incorporating elements from the "OMG DA PINE" social campaign.

Design & Art Direction: Aimee Iura
Logo Design: Gary Kohara
Associate Creative Director for Digital: Jacob Ford
Associate Creative Directors for Packaging: Steve Dunphy
Creative Directors: Bill Bowers, Steve Dunphy
Illustrator: Mike Wepplo