Humphreys
Witch Hazel Rebrand
THE ASK
Reposition Humphreys as a beauty brand and modernize their visual identity to resonate with a younger, contemporary audience.
THE PROBLEM
As a legacy product, Humphreys’ witch hazel needed to reassert itself in order to keep up with the rapidly evolving skincare category and an internet-savvy Gen Z audience.
THE SOLUTION
Tap into trends in youth culture such as the fascination with idyllic, traditionally agrarian aesthetics (“cottagecore” in online speak), and lean into Generation Z’s rejection of superficial messaging with a substantive, knowledgeable, and aspirational perspective that speaks to a contemporary prioritization of self-care and environmental stewardship.
THE EXECUTION
Relaunched Humphreys with a revised visual identity and tone of voice that resonated with a younger audience. We recontextualized Humphreys’ traditional manufacturing process and sustainable approach to cultivation into a contemporary brand voice that marries Humphreys’ rich company history with modern Generation Z values. Finally, we positioned Humphrey’s under the motto “Always Be Wild and Free” to both highlight the wild-harvested and additive-free product ingredients, as well as the inspirational, free-spirited perspective of the rebranding.
