HALF HIPPY

Overview
Half Hippy is an inclusive, sustainable skincare brand powered by 100% clean, organic botanical ingredients and created for every body.

Role
Co-Founder, Creative Director, Product Developer and Brand Strategist

Work
Built Half Hippy from the ground up, personally formulating the products and developing the complete skincare line. Led product development, sourcing, manufacturing, packaging, visual identity, messaging, eCommerce, photography, content, performance marketing, customer experience, and wholesale growth

Key Results

Featured in the Los Angeles Times
Carried by Urban Outfitters
Expanded into national and international brick-and-mortar retailers
Built a DTC skincare line from original formulation through market launch

PACKAGING DESIGN

Mission
Half Hippy was built to prove that high-quality personal care could be effective, ethical, and environmentally responsible. The brand offered vegan, all-natural products in recyclable and biodegradable packaging, achieving a 99% plastic-free product line while helping reduce waste within the personal care industry.

Work
Designed packaging that balanced sustainability, product protection, and ease of application. Led the complete visual presentation across packaging design, product photography, creative direction, staging, and post-production.

Design Collaboration: Marian Miranda

Evolved Half Hippy’s packaging and visual identity over six years as the product line, audience, and retail presence grew. Each iteration improved product hierarchy, shelf recognition, and brand cohesion while preserving the original commitment to clean ingredients, inclusivity, and sustainable living.

Building a Sustainable Brand Ecosystem

Mission
Half Hippy was built to prove that high-quality personal care could be effective, ethical, and environmentally responsible. The vegan, all-natural product line used recyclable and biodegradable materials, achieving 99% plastic-free packaging while helping reduce waste within the personal care industry.

Creative Approach
Created a cohesive brand experience across packaging, eCommerce, print, and digital marketing. Designed packaging that balanced sustainability, product protection, and ease of application, then extended the identity through website design, brand and value-positioning copy, graphic systems, marketing collateral, and product education.

Led the complete visual presentation across web layout, product photography, creative direction, staging, and post-production, ensuring every customer touchpoint communicated the same clean, inclusive, and eco-conscious positioning.

Collaborator
Marian Miranda

E-commerce web design, value positioning copy, graphic design, web layout, and brand positioning.

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Messaging, Content & Retail Strategy

Brand Positioning: Developed a playful but credible voice that made clean personal care feel approachable while building trust through ingredient transparency, product education, and clear sustainability commitments.

Vertical Strategy: Created distinct messaging across natural deodorant, skincare, and multi-use wellness products, adapting benefits, tone, and education to each customer need while maintaining a cohesive master brand.

Retail Growth: Translated Half Hippy’s positioning into retail-ready packaging, product descriptions, sales materials, and merchandising. The combination of distinctive storytelling, clean formulations, and sustainable packaging helped secure placement with major retailers, including Urban Outfitters, and brick-and-mortar stores nationally and internationally.

Email & eCommerce: Designed and created email campaigns, website content, product pages, and promotional graphics that balanced product storytelling with education, conversion, and retention.

Creative Execution: Led copywriting, graphic design, photography, art direction, staging, and production across digital and physical brand touchpoints.

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Creative Direction: Developed the visual concepts, mood boards, shot lists, styling, composition, and product narratives, directing the photographer throughout production.
Production Leadership: Led product selection, prop sourcing, staging, on-set decisions, and post-production to ensure every image aligned with the brand identity.
Cross-Channel Application: Built a versatile image library used across eCommerce, paid media, organic social, email, packaging, retail, and marketing collateral.

Photographer: Aaron Roos

CREATIVE DIRECTION

Building Community Through Social Content

Goal / Objective
Build an engaged community around clean personal care while increasing brand awareness, product education, and DTC growth.

Content Strategy
Created a structured social system with distinct content pillars:

Ingredient Education: Explained botanical ingredients, functional benefits, and formulation choices.
Organic Product Storytelling: Promoted products through demonstrations, routines, benefits, and customer use cases.
Sustainability: Shared the brand’s 99% plastic-free commitment, packaging choices, and approach to conscious consumption.
Inclusive Stories: Represented different bodies, identities, skin needs, and personal-care experiences.
Influencer Partnerships: Collaborated with aligned creators to build credibility, expand reach, and generate authentic product content.
Brand Lifestyle: Used playful copy, wellness conversations, and behind-the-scenes storytelling to deepen the brand’s personality.