Role: Art Director, Designer (Brand, UI, Editorial, Packaging), Illustrator, Photographer, Videographer, Copywriter

Creative Partners:
Branding by Maxwell and Elise Mayton
Website design by Harlo Interactive and Elise Mayton
Packaging design (bundles) by Murmur Creative
Botanical Illustrations (Calendula, Kava, Echinacea) by Samantha Priester
Lifestyle Photography by Hannah Lasorsa and Amanda Mura with Art Direction by Elise Mayton
Product Photography by Shay Platz with Art Direction by Lina Watanabe

The Brand

Herb Pharm has been a popular brand in the natural health space since 1979 because of its high-quality herbal tinctures and salves. The company has maintained a small fanbase within the natural health industry for decades, primarily because of its commitment to traditional herbalism and sustainability. In addition to its in-store and online presence, Herb Pharm also maintains several herb farms in southern Oregon, where they grow the herbs used in their products.

The Problem

The brand’s fanbase had become increasingly niche and limited over the years, which ultimately led to a decrease in engagement, brand visibility, and sales. This was exacerbated by the hundreds of new herbal brands now entering the industry and appealing to younger, more engaged audiences. The goal for Herb Pharm’s rebrand and rollout was to enliven the brand, bring in young, engaged customers, make herbal education and product information more accessible, and improve sales over time.

The Solution

As Graphic Designer for Herb Pharm, I led the rollout of Herb Pharm’s rebrand and created branded assets across all touchpoints — web, email, digital advertising, social media, print, video, apparel and merchandise, packaging, custom illustrations, photography, and motion graphics/videos, and retail merchandising materials. I also hired, managed, and provided art direction for a team of photographers, illustrators, copywriters, content creators, and agency partners.

Pacific Botanicals Acquisition

During my time with the company, Herb Pharm acquired another large herb farm in southern Oregon called “Pacific Botanicals.” This farm features acres upon acres of fertile land, which allowed Herb Pharm to increase its production and sell surplus herbs to other herbal companies.

To help bring Pacific Botanicals into the Herb Pharm brand, I gave their logo a light refresh in the form of a new typeface, new colors, and a cleaner, slightly simplified logomark.