TOTY

As a member of the initial brand development team, I was fortunate to be a key driver of the brand identity from its genesis. Working with founder Sofía Vergara, I crafted the brand elements (story, positioning, mission and vision) that are core to the brand identity across all consumer touchpoints. I named and crafted packaging copy for the entire toty range – with the first 100% bilingual (Spanish & English) packaging in beauty. The focus on romantic franchise names reflects a rich brand heritage rooted in the Spanish language and Latin culture.