Creative Strategy & Direction That Moves Brands Forward
From positioning and brand voice to packaging systems that perform — I help brands scale with consistency, intention, and visual impact. Services offered include:
Strategic & Creative Direction
Brand Strategy & Audits
Deep assessments of your current identity, market position, and opportunity gaps.
Positioning & Messaging
Defining your unique story, values, voice, and messaging framework.
Workshops, Ideation, Moodboards
Guided sessions and competitive / market insights to inform direction.
Design & Execution
Packaging Design & Systems
Structuring and designing packaging across product lines for coherence, scalability, and shelf presence.
Visual Identity & Art Direction
Logo, typography, illustration, collateral, and photography direction, ensuring consistency and authenticity.
Print / Vendor Coordination, Sustainability
Aligning design with vendor realities, materials, sustainable practices.
Case Study: Badger Rebrand & Packaging System
Client: W.S. Badger Company
Industry: Organic Skincare, B Corp
Role: Creative Direction, Brand Strategy, Packaging Design, Visual Identity
Badger is a family-owned, mission-driven company making organic skincare since 1995. As a Certified B Corporation with a growing global presence, Badger needed a refreshed brand identity and packaging system that honored its heritage while appealing to modern consumers and national retailers.
The Challenge
Outdated Identity: The wordmark, mascot, and packaging design no longer reflected Badger’s leadership in natural skincare.
Inconsistency Across SKUs: Dozens of products had fragmented styles, weakening brand recognition at shelf.
Retailer Buy-In: Larger national retailers wanted a clearer, more unified brand presence before expanding distribution across product categories.
Balance of Heritage and Growth: The brand needed to modernize without losing its roots — the original founder’s sketches, mission-driven values, and beloved “badger” mascot.
The Approach
Custom Wordmark & Font: Created Badger Apothecaria, inspired by the founder’s original sketch, keeping authenticity while giving it a refined, modern look.
Mascot Refinement: Evolved the playful character into a singular guardian badger — a symbol of care, protection, and heritage.
Illustrative Ecosystems: Commissioned new wildlife art (coastal birds, reef fish, etc.) to reflect Badger’s commitment to environmental conservation, tying each product line to a natural story.
Unified Packaging System: Redesigned over 50 SKUs across sun care, baby & mom care, lip balms, outdoor, and gift sets, ensuring consistent typography, layout, and structure.
Cross-Touchpoint Direction: Guided brand rollout across video, catalog, in-store displays, and web assets to ensure a coherent identity everywhere consumers met the brand.
The Solution in Action
Results as of January 2022 Rebrand
Retail Expansion: Entered Target, REI, and additional Whole Foods regions. Retailers expanded listings to include more categories, moving beyond core lip balm into baby, outdoor, and sun care.
Revenue Growth: Badgerbalm.com revenue rose ~53% in the months after launch, and an Amazon store was launched and eventually grew to account for ~40% of total sales.
SKU Growth: Over 50+ products redesigned, enabling scalable, consistent packaging across categories and increasing retailer confidence in cross-line distribution.
Digital Engagement: Social channels (Instagram, LinkedIn, etc.) gained significant momentum, reflecting strong consumer response to the refreshed look and storytelling.
Brand Perception & Press: Coverage in outlets like Business NH Magazine highlighted how the rebrand aligned with Badger’s environmental mission. The new packaging received positive feedback from both consumers and industry partners.
Global Expansion: New export sales were created, including entry into China, opening fresh international revenue streams.
Key Takeaway
The rebrand transformed Badger from a beloved niche natural brand into a globally recognized, scalable identity ready for expansion across retailers, categories, and markets — without losing its heart.
Ready to Elevate Your Brand?
Let’s start with a no-obligation discovery call to see how your brand’s identity, packaging, and strategy can work harder.
Contact me — robpersky@gmail.com
We work together via my design process below:
Discovery — Audit, interview, market research
Strategy — Positioning, messaging, creative direction
Creative Development — Concepts, moodboards, feedback & iteration
Execution — Packaging, identity, assets, production
Launch & Ongoing Guidance — Toolkits, roll-outs, design guardrails