TreeHut
Tree Hut partnered with Bakery to evolve its nearly 20-year-old brand identity into a more expressive, system-driven experience—one that could better reflect the sensorial nature of the products while creating greater consistency across an expanding portfolio.
The existing identity lacked cohesion and felt increasingly dated, so the redesign focused on amplifying what makes Tree Hut instantly recognizable: the textures, colors, and indulgent formulas that fans affectionately refer to as the "goop." Beginning with a refreshed logo, the new direction expanded into a flexible packaging system that celebrates each scent's unique personality while maintaining a unified presence across the broader product line.
Playfulness became a defining principle of the redesign. Vibrant color palettes, expressive typography, and illustrative elements work together to create a more engaging and ownable shelf presence—one that feels joyful, tactile, and unmistakably Tree Hut.
The resulting identity system spans a wide range of categories and formats, providing the brand with a scalable foundation for continued growth while strengthening recognition at shelf and across digital and retail experiences.
The rebrand marked a major milestone for the company, coinciding with Tree Hut's first-ever Super Bowl campaign and supporting a period of record sales growth and increased brand visibility.
Role: Associate Design Director, Design & Execution
Creative Director: Kerrie Heckel
Design Lead: Kaleb Sindac
Design Team: Morgan Unroe, Elis Klein
