Tula skincare products are formulated with good-for-you ingredients and powered by probiotic extracts & superfoods. Embracing skin positivity and approaching beauty from the inside out is central to the Tula brand.

One challenge the brand was facing was al lack of differentiation between categories. All of the packaging is predominantly blue leaving very little color to help consumers navigate products. I was tasked with strategizing and designing ways to organize and meaningfully inject color into the Tula portfolio.

The result was the creation of a secondary palette of color for each type of skin concern (dry skin, oily skin, acne etc) . These fresh and energizing colors were heavily leveraged on the outer cartons of the products and used in more subtle cues on the interior tubes and jars. For specialty products like sunscreens the Tula blue was substituted for a cheerful yellow and metallic printed foil.