BEBE x burlington
Led cross-functional collaboration with Bebe vendors and Burlington merchandising partners to deliver a strategic packaging style guide that aligned brand vision with retail execution. The resulting system elevated the Bebe Beauty portfolio, created consistency across the assortment, and ensured a cohesive, premium shelf presence designed to resonate with a young, glam-forward female customer.
Creative Direction, Art Direction, Creative Strategy, Cross-Partnership
RESEARCH + round 1 Concepts
After conducting an in-store review and gathering inspiration samples, I led the design team in developing cohesive packaging concepts for Bebe Beauty, resulting in a bold stripe design being selected as the final direction.
ROUND 2 Concepts
Following the initial concept review, we developed a scalable stripe-based packaging system across multiple Bebe Beauty product categories to demonstrate consistency and flexibility across the full assortment.
GUIDELINES
After the creative direction was approved, we developed comprehensive brand standards for Bebe’s vendor partners, establishing clear guidelines for logo usage, color combinations, stripe treatments, and consistent application across all packaging touchpoints.
