Alexandra developed Clutch's look and voice by creating a fun, cheeky personality that would resonate with its target demographic, women between the ages of 25-35. For the packaging, she worked with a top-tier design agency, Bex Brands, to design packaging that would grab shoppers' attention and stand out on the shelf.

 

Alexandra's use of design and copy helped her create a serious beauty brand that doesn't take itself too seriously. Clutch's packaging is aesthetically pleasing, witty, and youthful, which creates an instant connection with its customers.