TATCHA BEAUTY
Launching a Premium Brand Experience
Role: Creative Director
Holiday Gift Wrap
Japanese Snowflake Motifs
Custom Japanese Paper
CHALLENGE
Tatcha was a rapidly scaling luxury skincare brand seeking to deepen its U.S. presence. The creative challenge was to evolve the brand’s visual storytelling, honoring its Japanese heritage while expressing a modern, elevated luxury across campaigns, packaging, and the retail experience.
MY APPROACH
As Creative Director, I developed integrated campaigns and retail concepts that balanced cultural authenticity with aspirational beauty.
Directed seasonal campaigns, including the Golden Snowflakes Holiday campaign, which resonated so strongly that it ran for two consecutive seasons.
Designed and art-directed Tatcha’s debut Sephora launch, creating a fully immersive retail environment that translated Tatcha’s brand story into a tactile, multi-sensory in-store experience.
Established visual systems and frameworks to ensure cohesion across digital, packaging, and retail touchpoints.
RESULT
The evolved visual identity and creative systems became foundational as Tatcha expanded into major retail channels. The brand consistency and elevated storytelling contributed to its sustained growth and supported the trajectory that ultimately led to its acquisition by Unilever.
Evergreen Gift Wrap
Evergreen Product Photography
