2022, art direction, identity, website, and packaging design for Krave Beauty’s Waste Me Not campaign that concluded with a weekend-long pop-up event in Soho, NYC. Waste Me Not attempts to show the hidden waste problem in the beauty industry, “and it’s not only packaging," according to Liah Yoo, Krave Beauty’s founder.

Fascinated by the classic New York deli aesthetic, I crafted the identity, packaging, and microsite for the campaign. Krave Beauty’s team was then provided with the elements needed to translate the identity into a physical space in Soho.

︎︎︎Waste Me Not Pop Up Event in Soho, New York City︎︎︎
Video: Krave Beauty