Playtex has always stood for comfort, confidence, and real support, but after years without a major refresh, the brand was losing relevance with today’s consumer. My team led the creative repositioning to modernize Playtex for a new generation, building on its legacy while reimagining how it shows up across every touchpoint.

Grounded in the brand’s core values of support and inclusivity, we developed a fresh visual and messaging system that felt both timeless and of the moment. We paired warm, natural photography with handwritten type, natural textures and welcoming language. The result was a brand glow-up that reestablished Playtex as the brand that makes products to fit your body, not the other way around.