Hempz is a legacy body care brand with nationwide recognition and a beloved premium formula among existing customers. But they had a difficult time attracting newcomers and a younger demographic. They needed to modernize, and they also needed to remove the hemp leaf from their logo in order to avoid alienating people. We led the first full visual overhaul in the brand's history: strategy, consumer research, brand identity, packaging system, testing and iterating, and brand guidelines. The end result was new shelf presence at retail, and a brand identity refresh that positioned Hempz as elevated and sensorial as the product.