Purely Bella Beauty is a skincare brand originally launched under a med spa, offering over 40 different products. While the products had strong formulations, the brand identity was fragmented and too closely tied to the spa setting. The challenge was to reposition the brand as a standalone skincare line, modernize its visual and verbal identity, and expand its reach to a broader online audience while still retaining its existing customer base.
Brand Audit & Strategy
Evaluated the existing product line, customer segments, and competitive landscape.
Identified the need to separate the brand from the med spa identity to allow for independent online growth.
Developed a repositioning strategy that elevated Purely Bella into a standalone skincare brand appealing to both existing and new audiences.
Brand Identity Refresh
Redesigned the visual identity (logo, color palette, typography, packaging) to align with modern skincare aesthetics.
Refined the brand voice and messaging to be relatable, professional, and consumer-friendly (vs. clinical/medical).
Created packaging designs that gave consistency across 40+ SKUs while maintaining distinctiveness.
Go-to-Market Strategy
Designed a multi-channel rollout plan to reintroduce Purely Bella outside the med spa setting.
Mapped strategies for online DTC growth, retail expansion, and audience segmentation.
Consulted on product positioning to ensure the refreshed look and messaging matched consumer trends.
Successfully transitioned Purely Bella from a spa-attached brand to a standalone skincare line.
Created consistent, modernized packaging across 40+ SKUs, reinforcing consumer trust and shelf appeal.
Repositioned the brand to target new audiences while retaining existing customers.
Established a foundation for scaling online and retail distribution beyond the med spa.
