Recasting hair removal from a painful chore into an enjoyable, instagrammable beauty ritual.
Evolving a mid-range private label beauty brand to meet rising consumer expectations and social-media-driven trends.
VOX is a comprehensive depilatory and skincare private label brand originally created by Mildberry for retail company Taber Trade. Its portfolio covers a wide range of products, including hair removal creams, wax strips, post-depilatory skincare, and wet shaving supplies. As the line expanded and market standards rose, the brand needed a strategic visual upgrade to stay competitive.
Hair removal traditionally carries negative functional associations linked to pain and discomfort. However, with social platforms like Instagram increasingly shaping beauty purchasing decisions, modern consumers began seeking aesthetic, self-care experiences. Mildberry was brought back to redesign the VOX brand identity and packaging system, shifting the narrative toward gentle daily rituals while maintaining visual continuity for its loyal audience.
Designing an airy, watercolor-driven packaging system focused on gentle care, trust, and clear category navigation.
Mildberry updated the VOX brand to combine aesthetic appeal with approachable expertise.
We shifted the brand narrative away from painful functional necessity toward an enjoyable, pampering beauty ritual. By aligning the identity with modern self-care culture, the brand engages consumers who value both visual aesthetics and gentle, high-quality skincare.
To communicate gentleness and European product quality, we developed an aesthetic system built on soft pastel color schemes, light typography, and fluid watercolor illustrations. The visual language creates a clean, trustworthy "helper-brand" persona that feels like advice from a close friend.
We developed a modular design system built to scale across extensive product SKUs and sub-categories, from wax strips and soothing gels to razors. The system uses clear color-coding and structured information hierarchies to help shoppers instantly find the right product for their specific needs.
A modernized, highly aesthetic brand platform that elevated VOX’s retail standing and strengthened customer loyalty.
Mildberry provided Taber Trade with a versatile visual design system that transformed VOX from a standard utility private label into a modern, lifestyle-aligned beauty brand. The refreshed packaging improved shelf impact, clarified multi-category navigation, and successfully resonated with contemporary, trend-conscious shoppers.
"Mildberry hit all the marks. The result exceeded our wildest expectations. Creativity, out-of-the-box thinking and focus on customer needs—those are some of the qualities that make our cooperation with Mildberry very interesting and extremely useful."