Tree Hut
Uncontain Yourself.™
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ROLE
Senior Creative — Brand & Art Direction
Senior Creative — Brand & Art Direction
CHALLENGE
Despite being awarded the #1 Body Scrub in America, Tree Hut struggled with brand recognition on shelf. The logo felt dated and was often too small to register quickly — limiting awareness and making it difficult to stand out in a crowded, fragrance-driven category where products visually blend together.
Despite being awarded the #1 Body Scrub in America, Tree Hut struggled with brand recognition on shelf. The logo felt dated and was often too small to register quickly — limiting awareness and making it difficult to stand out in a crowded, fragrance-driven category where products visually blend together.
APPROACH
We repositioned the brand around the tagline “Uncontain Yourself™”, developing a more expressive, texture-driven visual system that better reflects the sensorial product experience. A key focus was increasing brand visibility and recognition — including a redesigned logo that feels more aligned with the target demographic, and scaling it more prominently across packaging and retail touchpoints to improve readability and shelf impact.
We repositioned the brand around the tagline “Uncontain Yourself™”, developing a more expressive, texture-driven visual system that better reflects the sensorial product experience. A key focus was increasing brand visibility and recognition — including a redesigned logo that feels more aligned with the target demographic, and scaling it more prominently across packaging and retail touchpoints to improve readability and shelf impact.
RESULT
Launched in December 2025, the rebrand transformed Tree Hut from a cult favorite into a more confident, mainstream beauty contender. As Senior Creative, I led the visual direction across retail and digital, including:
Launched in December 2025, the rebrand transformed Tree Hut from a cult favorite into a more confident, mainstream beauty contender. As Senior Creative, I led the visual direction across retail and digital, including:
• Art direction for campaign and e-commerce photography for homepage, collection pages, product detail pages (PDPs), landing pages, and promo banners
• Design of visual merchandising systems for retailers such as Target, Walmart, Ulta, Amazon, Costco, and more
The refreshed identity unified packaging, messaging, and digital presence — driving stronger shelf differentiation and brand visibility. Following launch, the brand returned to positive sales growth for the first time in 12 months, signaling improved market performance.
Photo Art Direction
Visual Merchandising Displays
Client: Tree Hut
Photo: Supernatural
Video: Bakery
Copywriter: Caroline Meek