Twenty Years. One Client. This is What Brand Trust Looks Like.

I've worked with Alyson Hogg, founder of Vita Liberata, since the brand launched in the early 2000s. Over twenty years we've navigated several brand iterations, multiple product refreshes and more product launches than either of us can easily count.

That kind of relationship doesn't just happen. It's built on trust, on listening, and on a consistent ability to deliver work that matches the ambition of the brand - every time.

The Glaze - Vita Liberata's new Peptide Tanning Serum - is our most recent chapter together. And it's one I'm particularly proud of.

The Brief

The Glaze wasn't just another self-tan product. The brief was clear from the outset — this needed to position itself confidently in the skincare space. To sit alongside the best skincare brands in the world and feel like it belonged there.

That's a significant creative challenge. The self-tan category has a visual language of its own. Breaking out of it — while staying true to the Vita Liberata brand — required real clarity of thinking. Every element of the visual language had to reflect that skincare ambition. The pack. The campaign assets. The social content. Every single touchpoint.

The Thinking

What strikes me most about working with Alyson and her team is that the same care, attention and innovation they pour into developing a product is always reflected across every touchpoint of the brand. Nothing is an afterthought. Everything earns its place.

My role on The Glaze, as with every Vita Liberata project, was to ensure the visual language was rigorous and consistent from pack to campaign asset.

Typographic structure. Message hierarchy. The precise way copy sits on pack and across every application. These are the details that separate a brand that feels genuinely premium from one that simply looks like it.

A lot of brands build their assets quickly and without that level of consideration. There's nothing wrong with that for some things. But when a product is competing on shelf next to the best in the world, the difference between considered design and assembled design is everything.

Most consumers can't articulate exactly why one feels premium and the other doesn't.

They just feel it.

Vita Liberata feel it. That's why we've been working together for twenty years.

The Work

The Glaze launched this year across Vita Liberata's key markets. The pack, campaign imagery and social assets all needed to work together as a coherent visual world — one that felt unmistakably Vita Liberata while signalling a new level of sophistication for the brand.

Seeing it in market — the bottle, the messaging, the campaign — is one of those moments that reminds me why this work matters. When the design is right, you don't notice the design. You just feel the brand.

In Alyson's Words

I'll leave the last word to Alyson, because she put it better than I ever could:

"I have worked with Gregg for the past 20 years, through several brand iterations, various refreshes and multiple product launches. When I need to spend money on anything that requires artwork and brand integrity there is only one person I will trust. It is basically just way too expensive to risk anyone else. Attention to detail, brand sensitivity and a willingness to listen to and interpret our creative team's ideas make Gregg the go-to person for all our graphics. And since I could literally choose any agency anywhere in the world to fulfil this task — I reckon this is accolade indeed."

Alyson Hogg, Founder, Vita Liberata

If you're a brand looking for that level of creative partnership - I'd love to talk.