The Brief: After CHD acquired TheraBreath, the brand needed a modernized and comprehensive brand guideline. While the iconic TheraBreath bottle design was well-known, there was no codified set of rules or a cohesive look and feel for digital campaigns and assets. Our goal was to create a brand guideline that established a clear and consistent visual identity, maintaining the brand’s recognizable kitschy aesthetic while providing direction for e-commerce, social media, and campaign assets.
 

To modernize TheraBreath's brand while preserving its iconic kitschy aesthetic, I guided the development of a new brand guideline as Design Director (ACD) working closely with our Creative Director and Senior Designer.

Collaborating closely with them, I established the creative vision, driving the project forward while ensuring the guidelines honored the brand’s recognizable bottle design and introduced a fresh, cohesive look for digital campaigns, social media, and e-commerce assets.

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A key innovation was creating the guideline in Figma—a first for Church & Dwight. This shift modernized our process, offering greater flexibility and setting a new standard for brand guideline development within the agency. 

 

While I set the creative direction and guided the overall vision, the project was also a collaborative effort. I provided strategic feedback and contributed directly to critical design elements such as color palettes and CTA designs, working in tandem with the senior designer to bring our shared vision to life.

 

The final guideline served as the foundation for TheraBreath’s Amazon brand page and helped produce award-winning social content and
e-commerce imagery we developed.

Role: Design Direction & guidance

Categories: Creative Direction | Brand Strategy | Design Oversight | Concept Development | Collaboration with Senior Designer | Figma Implementation

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Creative Director: Jineen Jirovec

Design Director: Angela Renai Comer

Senior Designer: Aaron Graff

Ecomm Strategy: Kristi Thacker
 

Agency: Olberding Brand Family embedded within Church & Dwight's internal agency