Contributed to the rebrand of Tree Hut, evolving a nearly 20-year-old identity into a more expressive and system-driven brand.

The previous design lacked consistency and felt dated, so the approach centered on amplifying what makes the product unique, the “goop”. Beginning with a refreshed logo, the new direction expands into a flexible packaging system that establishes distinct visual identities for each scent while maintaining cohesion across the full line.

Playfulness is carried throughout, with vibrant color, expressive typography, and illustrative elements working together to create a more engaging and ownable shelf presence.

The rebrand marked a major milestone for the company, supporting its first Super Bowl ad and contributing to record sales growth.

Role: Associate Design Director, Design & Execution
Creative Director: Kerrie Heckel
Design Lead: Kaleb Sindac
Design Team: Morgan Unroe (Associate Design Director), Elis Klein (Graphic Designer)