byAVA

Founded by TikTok creator Ava Lee (@glowwithava, 1.7M followers), byAVA is an inner-beauty brand rooted in Korean wellness traditions, offering ingestible supplements and herbal elixirs designed to promote radiant skin from within. The rebrand was driven by Ava’s vision of blending Eastern rituals with a modern Western sensibility—while supporting the rise of her “jelloskin club,” a community built around her viral #jelloskin concept celebrating hydrated, healthy, bouncy skin.

To emphasize the movement, I created a dedicated jelloskin logo and redesigned the core byAVA wordmark. The full scope of work included updated brand guidelines, refined color palette, stationery systems, packaging, and a new editorial-style website. Each touchpoint was designed to feel clean, modern, and elevated—strengthening byAVA’s presence in the wellness space and fostering deeper connection with its growing community.