Brew Your Glow
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ROLE
Senior Creative — Brand & Art Direction
Senior Creative — Brand & Art Direction
CHALLENGE
Seasonal product drops are highly competitive, requiring strong creative to break through and generate demand ahead of retail. Tree Hut needed a Fall collection that would feel distinctive, drive early buzz, and translate into strong shelf presence during a crowded holiday window.
Seasonal product drops are highly competitive, requiring strong creative to break through and generate demand ahead of retail. Tree Hut needed a Fall collection that would feel distinctive, drive early buzz, and translate into strong shelf presence during a crowded holiday window.
APPROACH
We developed “Brew Your Glow”, a whimsical, Halloween-inspired concept that reimagines self-care as a cozy, nostalgic ritual.
We developed “Brew Your Glow”, a whimsical, Halloween-inspired concept that reimagines self-care as a cozy, nostalgic ritual.
I helped lead the art direction for a “spooky glow” visual world, blending playful storytelling with collectible, apothecary-inspired packaging. The goal was to create a cohesive system that felt both seasonal and elevated — balancing novelty with strong shelf appeal. To build pre-launch momentum, we partnered with PUM and Coyne PR on a targeted influencer seeding strategy, placing the collection with creators ahead of release. Content focused on sensory, unboxing-driven storytelling across TikTok and Instagram to spark organic engagement.
RESULT
The campaign generated early buzz ahead of launch, positioning Brew Your Glow as a must-have seasonal drop across social platforms. As Senior Creative, I led art direction across packaging and campaign visuals, ensuring a cohesive experience from product to digital. The collection successfully translated from social excitement to retail presence — driving strong interest during the Fall 2025 season.
The campaign generated early buzz ahead of launch, positioning Brew Your Glow as a must-have seasonal drop across social platforms. As Senior Creative, I led art direction across packaging and campaign visuals, ensuring a cohesive experience from product to digital. The collection successfully translated from social excitement to retail presence — driving strong interest during the Fall 2025 season.
Photo Art Direction
Brew Your Glow Influencer Box
Spooky Cinema Activation Event
Product Detail Page
Amazon A+
Client: Tree Hut
Photo: Supernatural
Event: PUM
PR: Coyne
Copywriter: Caroline Meek