‍PROJECT DETAILS

Untoxicated is a dermatologist-approved skincare brand creating products specifically for eczema-prone and sensitive skin. In a category dominated by clinical, familiar players like CeraVe, Cetaphil, and Vanicream, the brand set out to prove that effective skincare doesn't have to look sterile or blend into the shelf. Their mission is to bring personality, confidence, and modernity to a space that has remained visually unchanged for decades.

Working alongside the Love and The Machine team, Izzy helped evolve the existing brand as it prepared to transition from a primarily DTC business into retail. Rather than reinventing the identity, the focus was on refining and strengthening what already made Untoxicated unique. The team simplified on-pack communication, clarified the product hierarchy, and amplified the brand's most recognizable assets, iincluding evolving the caps from soft grey to bold black to reinforce the brand's rebellious attitude and create a stronger, more ownable presence on shelf. Combined with the oversized "X" and cleaner information hierarchy, the refreshed packaging system feels bolder, easier to shop, and impossible to overlook.

_{PROJECT DONE WITH LOVE AND THE MACHINE  / PHOTOGRAPHY OWNERSHIP OF UNTOXICATED}‍