lg theorie
2017
2017
before it was a brand, it was a remedy.
LG Theorie began with my son's eczema and a habit I'd developed of blending Brazilian oils and natural ingredients to soothe his skin. Copaiba oil. Brazil nut oil. Açaí berry oil. Amazonian clay. The blending became a ritual: intentional, sensory, deeply satisfying. And when his skin improved, I knew there was something real here.
I decided to turn that ritual into a brand. Not a mood board. Not a concept. A real product: designed, sourced, packaged, and launched.
LG Theorie was a customizable Amazonian self-care kit built around the idea that skincare should be personal, intentional, and ingredient-conscious. Users selected and blended their own formulas — Brazilian clay masks, shea butter, Amazonian oils, and essential oils — according to their own skin needs and sensory preferences. Palo Santo completed the ritual not as an ingredient, but as an atmosphere. The kit came with mixing tools, brushes, and a small placemat, turning the act of skincare into something closer to an art practice than a beauty routine.
I designed everything from scratch — the concept, the brand identity and all assets, the packaging system, the substrate selection, the physical box, and the labels, which I printed and attached by hand. The aesthetic was organic and luxurious without being precious — tactile, considered, and rooted in the natural world rather than the laboratory.
For the exhibition at Framingham State University's Mazmainian Gallery, I designed and built a physical interactive kiosk where I introduced the brand, told its story, and gave away samples. It was the first time I presented a brand I had built entirely alone — concept, strategy, identity, product, and environment — to a real audience.
This was the first brand I ever made from nothing. In many ways it's still the purest expression of what I believe design can be: not decoration, but the translation of something true into something beautiful.
earlier prototypes
–tribes–
–essences–
