Her began as a conceptual brand exploring CBD tinctures designed for women living with chronic period pain. Each formula was imagined to support a different emotional and physical state: soothe, relax, restore - using ingredients to address mood, discomfort, and hormonal shifts. The project grew from personal experience and a desire to create products that feel both nurturing and dignified.
HER
ROLE: CREATIVE DIRECTOR (FREELANCE)
RESPONSIBILITIES:
CONCEPT BRANDING
ART DIRECTION
AI-DRIVEN VISUALS
TOOLS:
FIGMA
MIDJOURNEY
ADOBE ILLUSTRATOR
YEAR: 2025
Each formula was art-directed as its own visual world, translating emotional states—soothe, relax, restore—into color, light, texture, and organic composition.
These visuals expand that original concept into a series of dream-like product worlds, blending natural landscapes with elevated skincare aesthetics. Each variation builds on a hero product, focusing on light, texture, and sensory cues - exploring how beauty and wellness brands can communicate mood, emotion, and care through imagery.