Re:Label
Campaign
Transforming self-doubt into self-care. Creative professionals face relentless pressure, with the Mentally Healthy 2024 survey revealing that 70% experienced significant burnout in that year. What was once an occasional struggle has now become a pervasive challenge.
Re:Label emerged within this context: a skincare concept designed to confront the persistent, critical inner voice that often accompanies creative exhaustion.
Developed as a limited-edition trilogy of skincare rituals. Each bottle arrives fully mixed and ready to use, yet its design invites continued authorship: bottles can be reused, refilled, and reimagined, turning self-care into a reflective, self-directed ritual.
Re:Frame — Cleanser for the Inner Critic 
A gentle reset that turns harshness into self-honesty.
Re:Claim — Balm for the Spiralled
Soothes what has been held too long, restoring calm and forward momentum.
Re:Surface — Exfoliant for Second Guessers
Polishes hesitation to reveal what is true beneath.

Re:Label converts doubt into direction, making self-care a practice of insight, authorship, and calm.
Completed in 2025.
Graphic Design: Claire Chang, Darryl Cheong and Jay Liu
Illustration: Claire Chang, Darryl Cheong and Jay Liu
Motion: Claire Chang and Jay Liu
Photography and Filmography: Toh Xing Jie.
AWARDS
DIELINE Awards 2026
Re:Label Body Care Concept Gold
DIELINE Awards 2026
Re:Label Design for Good Merit
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