Brand identity for a CBD health startup entering a crowded, credibility-challenged market.
The client had a strong product and a weak name — Nature’s Creations, a medical startup founded around high-strength CBD at a time when the category was either clinical or chaotic. The brief was a full rebrand: new name, new identity, new positioning. The challenge was to build something that felt premium and trustworthy without leaning on pharmaceutical convention — because the product’s appeal was precisely that it wasn’t that.
I led the creative direction on the project, with the brand’s visual and verbal language developed in close collaboration. We renamed the brand Huna and built an identity around the richness of the natural world — textured, high-contrast, layered. The visual language was designed to carry across packaging, digital and print without losing energy at any scale.
The brand guidelines established pattern, colour, typography, iconography and photography direction as a coherent system — giving the client the tools to grow the brand consistently after launch.
