I led the full redesign of VIIA’s product packaging, transforming the brand’s visual identity across an entire line of hemp-based wellness products. The goal was to create a system that felt both minimalist and distinct. Something that would stand out on shelves while staying aligned with the brand’s ethos.

I started with competitive market research to uncover whitespace in the hemp category, then designed and refined multiple packaging directions based on those insights. The final system paired each product effect (like Sleep, Focus, Calm) with custom artwork and a color-coded strength system, ensuring clarity, shelf appeal, and visual cohesion across the entire line.