MAKING CHUBRUB LOOK AS GOOD AS IT WORKS
Client
LONE CONE
Service
Creative Direction,
Strategy, & Execution
Year
2016- 2025
Chub Rub had a killer all-natural formula and an inclusive mission, but the branding didn’t say any of that. A plain white bottle with hot pink serif type looked generic, disconnected from the playful name, and completely invisible on crowded search pages. The brand was stalling, and nobody was paying attention.
Strategy
The plan was simple: make the brand look like what it really was. Natural, playful, and for everyone. I built a system with organic shapes inspired by ingredients, paired with a palette of fun but natural colors. Messaging shifted to focus on confidence and real results, reminding people that chafing happens to all of us. To keep it honest, I ran consumer testing through PickFu, refining packaging, copy, and visuals until the audience told us we nailed it.
My Role
I directed the rebrand from top to bottom. I designed the packaging, built the design language, and created the color system. I led a body-positive photoshoot so the visuals actually looked like the community the product serves. I sharpened the copy to highlight the formula’s benefits. And I kept stakeholders aligned so the whole thing landed as one cohesive identity.
Results
The rebrand launched with a confident new look that reflected both the product and the mission. Leadership praised it, the community embraced it, and Chub Rub is now positioned to stand out, regain visibility, and win back market share with branding that finally matches what’s inside the bottle.
