Rebranding to Compete and Win Back Market Share
Modernizing Identity to Reclaim Growth
Modernizing Identity to Reclaim Growth
Chub Rub needed a rebrand to match its all-natural formula and inclusive mission. I led the full transformation, from packaging design and messaging to a body-positive photoshoot that aligned brand identity with product promise. The result? A modern identity tested and validated with real consumers, ready to reclaim market share with confidence. Leadership praised the process, and the new branding positioned Chub Rub for long-term growth.
Chub Rub needed a rebrand to match its all-natural formula and inclusive mission. I led the full transformation, from packaging design and messaging to a body-positive photoshoot that aligned brand identity with product promise. The result? A modern identity tested and validated with real consumers, ready to reclaim market share with confidence. Leadership praised the process, and the new branding positioned Chub Rub for long-term growth.
Rebranding to Compete and Win Back Market Share
Our Process
Our Process
Our Process
01
The Problem
Lost in the Crowd
The old branding was a plain white bottle with hot pink serif type. It looked generic and disconnected from the playful name or the product’s natural formula. On the search page it disappeared, hurting recognition and growth.
Strategic Focus
Competetive Postitioning
Brand Identity Gaps
01
The Problem
Lost in the Crowd
The old branding was a plain white bottle with hot pink serif type. It looked generic and disconnected from the playful name or the product’s natural formula. On the search page it disappeared, hurting recognition and growth.
Strategic Focus
Competetive Postitioning
Brand Identity Gaps
01
The Problem
Lost in the Crowd
The old branding was a plain white bottle with hot pink serif type. It looked generic and disconnected from the playful name or the product’s natural formula. On the search page it disappeared, hurting recognition and growth.
Strategic Focus
Competetive Postitioning
Brand Identity Gaps
02
The Strategy
Building a Bold Vision
I developed a creative vision built on organic shapes base don our ingredients and natural, playful colors to highlight what makes the product unique: its all-natural formula and its inclusive mission. Chafing affects everyone, and the branding needed to celebrate that reality with confidence, not hide it. We conducted extensive PickFu testing to refine packaging, messaging, and visual guidelines, ensuring decisions were backed by data as well as design instincts. I aligned leadership and cross-functional partners behind a clear roadmap for a brand that could reclaim market share with confidence.
Strategic Focus
Bold Creative Vision
Data-Backed Validation
02
The Strategy
Building a Bold Vision
I developed a creative vision built on organic shapes base don our ingredients and natural, playful colors to highlight what makes the product unique: its all-natural formula and its inclusive mission. Chafing affects everyone, and the branding needed to celebrate that reality with confidence, not hide it. We conducted extensive PickFu testing to refine packaging, messaging, and visual guidelines, ensuring decisions were backed by data as well as design instincts. I aligned leadership and cross-functional partners behind a clear roadmap for a brand that could reclaim market share with confidence.
Strategic Focus
Bold Creative Vision
Data-Backed Validation
02
The Strategy
Building a Bold Vision
I developed a creative vision built on organic shapes base don our ingredients and natural, playful colors to highlight what makes the product unique: its all-natural formula and its inclusive mission. Chafing affects everyone, and the branding needed to celebrate that reality with confidence, not hide it. We conducted extensive PickFu testing to refine packaging, messaging, and visual guidelines, ensuring decisions were backed by data as well as design instincts. I aligned leadership and cross-functional partners behind a clear roadmap for a brand that could reclaim market share with confidence.
Strategic Focus
Bold Creative Vision
Data-Backed Validation
03
The Work
Turning Vision Into Reality
I personally directed every aspect of the rebrand. That included designing new packaging, creating a color system rooted in natural palettes, and developing organic graphic shapes that conveyed both the formula and the brand’s playful edge. I led a photoshoot to capture authentic, body-positive visuals that reflect the community the brand serves. Messaging was simplified and sharpened, keeping the focus on all-natural ingredients and real results. Every detail was crafted to ensure Chub Rub looked modern, approachable, and unforgettable.
Strategic Focus
Packaging & Visual Direction
Authentic Campaign Execution
03
The Work
Turning Vision Into Reality
I personally directed every aspect of the rebrand. That included designing new packaging, creating a color system rooted in natural palettes, and developing organic graphic shapes that conveyed both the formula and the brand’s playful edge. I led a photoshoot to capture authentic, body-positive visuals that reflect the community the brand serves. Messaging was simplified and sharpened, keeping the focus on all-natural ingredients and real results. Every detail was crafted to ensure Chub Rub looked modern, approachable, and unforgettable.
Strategic Focus
Packaging & Visual Direction
Authentic Campaign Execution
03
The Work
Turning Vision Into Reality
I personally directed every aspect of the rebrand. That included designing new packaging, creating a color system rooted in natural palettes, and developing organic graphic shapes that conveyed both the formula and the brand’s playful edge. I led a photoshoot to capture authentic, body-positive visuals that reflect the community the brand serves. Messaging was simplified and sharpened, keeping the focus on all-natural ingredients and real results. Every detail was crafted to ensure Chub Rub looked modern, approachable, and unforgettable.
Strategic Focus
Packaging & Visual Direction
Authentic Campaign Execution
04
The Results
Positioned to Compete
Though a packaging error delayed the inventory rollout, the rebrand positioned Chub Rub with a modern, confident identity ready to compete. The process created alignment across leadership, built a strong creative system tested and validated with real consumers, and developed an identity that finally reflects the product’s strengths. Chub Rub is now ready to re-enter the market with branding that can stand out on shelf, resonate with its community, and reclaim its share of the category.
Strategic Focus
Stronger Market Presence
Aligned Creative System
04
The Results
Positioned to Compete
Though a packaging error delayed the inventory rollout, the rebrand positioned Chub Rub with a modern, confident identity ready to compete. The process created alignment across leadership, built a strong creative system tested and validated with real consumers, and developed an identity that finally reflects the product’s strengths. Chub Rub is now ready to re-enter the market with branding that can stand out on shelf, resonate with its community, and reclaim its share of the category.
Strategic Focus
Stronger Market Presence
Aligned Creative System
04
The Results
Positioned to Compete
Though a packaging error delayed the inventory rollout, the rebrand positioned Chub Rub with a modern, confident identity ready to compete. The process created alignment across leadership, built a strong creative system tested and validated with real consumers, and developed an identity that finally reflects the product’s strengths. Chub Rub is now ready to re-enter the market with branding that can stand out on shelf, resonate with its community, and reclaim its share of the category.
Strategic Focus
Stronger Market Presence
Aligned Creative System
