Wldkat was pivoting from a CBD brand to a full indie beauty relaunch—new packaging, new site, new retail partnership with Ulta, all at once. I came in as Creative Director to interpret a partially-formed vision and build the entire creative world around it.

The character we designed for was specific: the cool neighbor girl with amazing skin. Gritty yet wildly natural, edgy without being unapproachable. Kombucha and tattoos. That archetype drove everything — from the lush, ingredient-forward photography to wild postings wheat-pasted across NYC and LA, an intimate dinner with florals by The Boy Who Cried Flowers, and a full relaunch party in Los Angeles. I redesigned 7 SKUs, rebuilt the D2C site in Shopify, wrote copy, directed photography, and built the brand guide that held it all together.

Brand Relaunch