Soon-to-be household name Sandra Velasquez approached us with a clear vision for uplifting Mexican via a line of clean beauty products.

An icon and talisman (taliswoman?) was needed to make this product literally and figuratively iconic and to announce the mission without lecturing. The cactus (a key ingredient in the product) emerged quickly as an ideal metaphor for the resilience and beauty of Latina women.

• Brand strategy: positioning, narrative, voice, point-of-view

• Brand and packaging design

• Visual and verbal brand language and toolkit

• Photo art direction

• Social and marketing content pillars and messaging guidance

• Continued consulting and packaging design for the brand since 2020.

• From homemade soap to bath, hair, & fragrance lines

• From credit card debt to $3M seed round

• From niche boutique to international retail distribution, including Ulta Mexico & Middle East

• Shark Tank folk hero