Feel was created to make intimate care feel as natural and approachable as any other part of a wellness routine. As the brand evolved, the challenge was to create a more mature and contemporary expression, one that could stand confidently alongside beauty and skincare brands while avoiding the visual codes and stereotypes often associated with the category.
 

I led the development of the visual identity and packaging system, creating a design language that felt subtle, modern, and welcoming. Soft curves, refined typography, and a restrained color palette helped bring a greater sense of confidence and sophistication to the brand, allowing the products to feel at home on retail shelves without overtly signaling their intimate purpose.