03. True Botanicals Rebrand
Contribution: Creative Direction & Development, Brand Design Direction, Photo & Video Direction, Art Direction, Branding
True Botanicals had become a staple to Bay Area residents but it was time to expand. With a new CMO onboarded, True Botanicals made a positioning shift and sought me out to help take creative to the next level. My experience in growing small brands, leading creative ideation, and hands-on execution made me the perfect fit to help usher the brand into a new phase while the rest of the retail industry was facing uncertainty during the pandemic shutdown. True Botanicals had explosive growth during this time, leading to an expansion of the assortment, new wholesale partnerships, celebrity endorsements, and more.
The Pitch
Welcome to the new True Botanicals—natural biocompatible skincare that works. We are bringing the brand into modernity with updated branding including new colors, fonts and icons, social-first photo and video, updated website and fresh packaging designs. We’ll create new ways to break down powerful information to help visualize how our products work through creative that is jam packed with cues to nature, bright modern colors, and beautiful glowing skin.
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Copy Direction: The brand voice was transitioned from a passive advisor to your best friend who works in skincare. She cares about the health of your skin barrier and has just the solution for any skin imperfection. To support the new marketing positioning, we revised the tagline too: Get gorgeous skin with natural-biocompatible skincare that works.
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Design Direction: We moved away from serif typefaces and pale colors that spoke to an older crowd and focused on bringing in more color, modern sans serif fonts, and a built out icon library that allowed us to share all skincare benefits in a visually engaging way.
- Photo/Video Direction: Our photo/video direction moved away from a soft ethereal look that was saturating the market to one that focused on social-first content that highlighted glowing skin drenched in nature. We partnered with influencers, celebrities, and growth agencies to help scale our creative output.
The explosive growth of True Botanicals during the pandemic took the brand to the next level and changed consumer behavior, ultimately solidifying its place in the market as a true competitor to synthetic skincare. This shift has left a lasting impact on the brand leading to new developments in skincare and new partnerships with celebrities like Jessica Chastain, among others.