Tree Hut:
Uncontain Yourself

Branding, Packaging Design

Overview:

Tree Hut is a well-loved body care brand known for its vibrant scrubs and playful scents, but its packaging and logo had grown outdated and inconsistent across products. To strengthen brand recognition and align with its fun, feminine personality, the rebrand aimed to modernize the visual identity while bringing greater cohesion to the full product line.

The Team:

Strategy: Hailey Kirkpatrick

CD/AD: Kerrie Heckel, Alejandro Aguilar Canela,
Micky Ogando

Design Lead: Kaleb Sindac

Designers: Elisabeth Klein, Morgan Unroe,
Frida Garcia-Berriochoa

Mechanical Designers: Kaitlyn Toney, Jamie Kepko, Roxanne Ratliff

Awards/Features:

2026 Superbowl Spot

Challenge:

Although Tree Hut had strong shelf presence, many consumers couldn’t recall the brand name or logo. Competing brands leaned toward minimal, neutral designs, creating an opportunity for Tree Hut to confidently embrace color and femininity. The challenge was to build a cohesive, ownable system that balanced bold personality with flexibility across multiple scent families.

Execution:

Collaborating with a team of designers and art directors, I helped develop a unified packaging system; designing templates, illustrated backgrounds, and lockup styles. Each scent family received its own visual direction and color story; I led the art direction for the fruity category, setting the tone for the rest. We delivered key scent designs and handed off the toolkit for Tree Hut’s in-house team to expand, establishing a look that feels modern, playful, and unmistakably Tree Hut.