Strength can manifest physically, as a mechanism driven from within for survival, or mentally, fueled by beliefs and strong values. It can become a potent and intoxicating force. As a brand, Roxy connects to this essence of strength by embodying empowerment, resilience, and confidence for women leading active outdoor lifestyles.

OBJECTIVE
The goal is to design a skincare line as a sub-brand of Roxy, focusing on ingredients that cater to active, outdoor, sun-driven lifestyles. The sub-brand’s logo and aesthetics should extend from Roxy’s identity while establishing its own distinct presence. The packaging and products should resonate with the audience’s values, empowering women to embrace their strength and beauty while staying connected to the elements and their active way of life.

SOLUTION
I dove into the brand’s history and target audience to develop Roxy’s sub-brand. The sun-loving spirit of strong, adventurous young women became the core of both the product and its design. The name Wahine, symbolizing strength, beauty, femininity, and a deep connection to the ocean, perfectly reflects the brand’s identity. Visual elements blend natural, earthy tones with vibrant tropical patterns, creating a seamless connection to Roxy. The packaging and branding will highlight environmentally conscious practices, while Wahine will offer high-quality, ocean and earth friendly products that protect, nourish, and rejuvenate skin exposed to sun, saltwater, and wind.