Better Half — Feed The Void

Bath and body splits between two visual defaults: clean, minimal, sans-serif wellness on one end, and earthy, handcrafted, herbalist on the other. Better Half needed a third lane: premium enough to earn boutique retail and spa placement, without falling into either.

Working under the creative director, I led packaging and label design for the launch line. The core move was typographic. An editorial serif (closer to a niche perfumery than a wellness brand) became the lever that pulled Better Half out of the category and into its own positioning. Color and illustration were calibrated to support that bet without sliding back into the herbalist end.

The label system was built to scale. Each SKU runs on a shared template with product-specific illustration and color, so the line can extend without the master identity flexing. Launched into boutique retail and spa partnerships, with a body oil extending the system cleanly.

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