lg theorie
Overview
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. When my son's skin improved, I turned the ritual into a product. 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 based on their 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 skincare into something closer to an art practice than a beauty routine.
Role + Scope
Sole creator and creative director. 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.
Sole creator and creative director. 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.
Strategy
A wellness brand asks for trust, so I designed it around a sensory experience centered on touch, smell, sound, and atmosphere. I wanted people to reconnect with themselves and natural products in an artistically playful way. I watched users interact with the experience, gathered user feedback, and iterated to ensure all elements reinforced one another. Visitors encountered the same colors, materials, and tone at every step, which made the new brand feel established.
System
I developed the complete brand system: logo and identity, typography, color, and packaging, and followed through into the kiosk’s physical structure and interactive content for the exhibition at Mazmanian Gallery. The experience 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.
$3,200 in sales revenue in 90 days
4 directions built from concept to real-life experience
3 connected deliverables: identity, packaging, and experiential marketing
earlier concepts
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