A brand relaunch that made it to Saks Fifth Ave

Therabrand makes weighted robes: wellness products built around the grounding, soothing feeling of gentle weight. The promise is science-backed calm you can put on, and the brand had to feel as settling as the product itself.

This was a full brand relaunch. New logo, new packaging, new Shopify store, new ad creative, all of it at once. The stakes were high and the timing was tight: a new run of inventory was already inbound and needed to be embroidered with the new identity, and the relaunch had to be ready for Saks Fifth Avenue, where the brand had secured placement. Everything had to land together, because the product was about to sit on a shelf that doesn't forgive a half-finished brand.

The core question was how to make a brand feel like a weighted robe. The answer became the concept that held everything together: gravity waves. Weight pulled gently downward, visualized as soft waves settling toward the ground, so the identity carried the same calming, grounding sensation as the product.

That idea ran through the whole system. It shaped the logo and the visual language, the packaging the new inventory would ship in, and the Shopify store built to sell it. I also art-directed the product photoshoot, so the imagery matched the calm the brand was promising rather than fighting it. With the identity locked, I built out the Shopify site and the creative for a new stream of Facebook ads, so the relaunch went to market as one coherent whole instead of a logo with loose ends.

Therabrand relaunched with everything aligned: identity, packaging, store, and ads all carrying the same idea, and the new inventory ready to ship in it. At launch the brand held placement in Saks Fifth Avenue, an audience of 18.8k on TikTok, and over 13k monthly organic visitors, a foundation that matched the level the new brand was built for.