Avo Tree was created to bring a fresh, modern perspective to a category often dominated by generic health and wellness branding. The challenge was to develop a brand that felt vibrant, approachable, and memorable while creating enough flexibility to grow across products, packaging, digital experiences, and marketing channels.

As Creative Director and Brand Designer, I led the development of the visual identity and brand system from the ground up. The goal was to create a brand that balanced simplicity with personality—using clean design, thoughtful typography, and a distinctive visual language to make the brand feel both contemporary and approachable.

Beyond the brand identity, I art directed the product photography to ensure every image reflected the brand's tone, quality, and personality. I also designed the website, creating a digital experience that translated the brand system into an engaging customer journey while maintaining consistency across every touchpoint.

A key part of the process was creating a cohesive system rather than a collection of assets. From color palettes and typography to photography, packaging, and web design, every element was designed to work together and support a unified brand experience.

The result was a scalable brand platform that extended across physical and digital channels, helping establish a distinctive presence while creating a strong foundation for future growth.