Role: Sr. Graphic Designer
Scope: Art Direction, Packaging Design, Photography

Led end-to-end packaging design across multiple Kara Beauty lash collections, from concept through final production.

The Challenge Kara Beauty's brand was navigating two directions at once — sophisticated and editorial on one end, youthful and playful on the other. The lash collection needed to work for both without fully committing to either.

The Approach Rather than relying on illustration or character-driven design, I kept the visual language simple — focused on color and typography. But the decisions varied by context.

For Hellalashes, the priority was premium feel. Heavier packaging stock gave it a physical weight that the rest of the line didn't have, and a soft lavender palette kept it approachable enough for a younger customer while still feeling elevated.

For the TJX retail line, the equation flipped — product sitting on a retail floor needs to compete for attention immediately. Neon colors made that happen.