Bar Keeper’s Friend was undergoing a brand refresh that introduced updated packaging, new studio and lifestyle photography, and a refreshed visual direction. My role was to transform these assets into a scalable Product Detail Page ecosystem that balanced product education, performance claims, lifestyle storytelling, and brand heritage across multiple retail partners.
The resulting system established a repeatable visual framework that could be adapted across the product line while maintaining a consistent customer experience.
The resulting system established a repeatable visual framework that could be adapted across the product line while maintaining a consistent customer experience.
Creative Exploration → Final System → Product Expansion → Retail Rollout
Art Director & Digital Designer
Content System Design • Product Storytelling • Ecommerce Design • Visual Asset Development • Retail Content Strategy
CREATIVE EXPLORATION
Beginning with the brand's hero product, Powder Cleanser, I explored multiple creative directions to establish a visual language that balanced product education, performance claims, lifestyle storytelling, and brand heritage.
Option 1: Photography-Driven Storytelling
Prioritized real-world product usage through multi-image lifestyle grids, creating stronger educational storytelling while reinforcing the refreshed brand colors and visual identity.
Option 2: Illustrated Product Education
Explored a warmer, gold-forward direction using illustrated product callouts and graphic elements to emphasize product benefits and usage.
Option 3: Simplified Heritage System
Combined elements from the first two explorations while introducing a cleaner visual hierarchy, stronger brand heritage references, and flexible content modules.
FINAL DESIGN SYSTEM
The final visual system combined the strongest elements from each creative exploration into a cohesive, modular framework. While the first direction established the foundation through its photography-first storytelling and bold use of the refreshed brand colors, elements from the remaining explorations were incorporated to strengthen product education, content hierarchy, and overall flexibility. The resulting system created a scalable approach that could be adapted across the entire product portfolio while maintaining a consistent customer experience.
Final Powder Cleanser PDP System
EXPANDING THE SYSTEM
The visual approach was adapted across the brand's core products to create a cohesive family of retailer-ready ecommerce assets.
Final Soft Cleanser PDP System
Final Multipurpose spray PDP System
retailer rollout
The final PDP system was implemented across major retail and ecommerce channels including Amazon, Target, Walmart, Ace Hardware, True Value, Do It Best, and additional hardware retailers.
FINAL OUTCOME
The completed Product Detail Page ecosystem established a scalable visual framework that unified product education, lifestyle storytelling, and brand messaging across the Bar Keepers Friend portfolio. The modular system later informed the Amazon Brand Store redesign, creating a cohesive ecommerce experience that could continue to grow alongside the brand.
