Clarity

Clarity was a new bath and body line rooted in the idea of awakening. A deeply minty, invigorating collection designed to cut through the noise and bring you back to yourself. The core idea was simple: clarity is what happens when you quiet the outside world and turn inward.

I oversaw the full art direction for the launch, spanning photography, packaging, and marketing assets. Visually, the work needed to feel bracing, intentional, and slightly unexpected. To achieve this, I proposed shooting the product photography on a flatbed scanner. The approach delivered a hyper-detailed, almost clinical intimacy that reinforced the product’s sensory sharpness, while also allowing us to work within tight budget constraints without sacrificing creative ambition.

Alongside the photography, I supported the design of the packaging system and helped shape the visual language across launch assets, ensuring the product story felt cohesive from shelf to screen. The result was a distinct, editorial-leaning expression that stood apart within Flamingo Estate’s broader portfolio while still feeling deeply aligned with the brand’s ethos.

The Clarity launch exceeded sales expectations and proved that strong concept and thoughtful execution can elevate even the most functional rituals into something transportive.