Hempz is a legacy body care brand with strong retail recognition and a loyal customer base, but its visual identity no longer reflected the premium, sensorial experience of the product. The goal was to modernize the brand, appeal to a younger audience, and evolve beyond the hemp leaf that had become both iconic and increasingly polarizing for the brand.

As lead designer on the project, I developed and led the creative direction for a comprehensive brand refresh, creating a new visual identity, packaging system, and brand guidelines rooted in consumer research. To help introduce the refreshed identity, we also created a suite of campaign assets that guided customers through the brand's new look and feel across retail and digital touchpoints. The result is a more elevated, cohesive brand experience that strengthens shelf presence while preserving the familiarity and trust that the brand has built.