I partnered with Designsake Studio to rebrand CRUDE’s clean skincare line. We gave the brand identity and packaging a refresh and repositioned CRUDE as a pioneer in microbiome skin care.

For the relaunch, we ideated a campaign centered around the tagline ‘Unf*ck Your Flora’. This tagline speaks to what’s at the heart of CRUDE’s mission: to unf*ck your flora, your routine, your notion of ‘clean’, the beauty industry, the powers that be, the status quo, the planet we call home.

We saw an opportunity to educate customers about the 'dirt on soap' and why we can no longer turn a blind eye to our flora. So we created SOUL, the blog portion of Crude's website, which tackles everything from skin disease and the beauty industry’s ugly side to environmental justice and community care. Free your mind and feed your SOUL at The School of UnLearning.