Herbivore Botanicals
Herbivore came to RoAndCo at a pivotal moment. The clean beauty pioneer, founded in 2011 and beloved for its plant-based formulations and signature minimalist design, was preparing to launch a new body care collection and expand into more than 850 Ulta Beauty stores nationwide. The opportunity called for more than new packaging. It called for a return to the brand's essence. Herbivore needed to reintroduce itself, not just to the Ulta shopper, but to the broader market, with clarity, confidence, and the depth that had always set it apart.
- Brand Strategy
- Brand Identity
- Packaging
- Art Direction
- E-commerce
Brand Identity Refresh
Herbivore's visual identity had always been distinctive: clean black type on white, the diamond icon, a rainbow of product colors. Our goal wasn't to reinvent these elements, but to refine them. We sharpened the hierarchy between the wordmark and headline typography, introduced stricter guidelines for logo usage and clear space, and codified a secondary color palette tied to individual product stories and scent profiles.
Packaging Design
The packaging system was designed to speak to a discerning, ingredient-conscious consumer while holding its own in a large retail environment. We maintained Herbivore's signature design language—the diamond, the clean white label, the bold product names—and refined it for shelf distinction at Ulta Beauty.
Brand Strategy
Beauty from the plant kingdom. In collaboration with Hugo & Marie, we developed a comprehensive brand strategy that reconnected Herbivore to what makes it singular: the intersection of botanical science, sensorial beauty, and a genuine reverence for the natural world. We articulated Herbivore's purpose as a path back to nature: skincare as a daily act of connection, not correction.
Art Direction
We established a photographic art direction built around three categories: plant, skin, and symbolic. Across all three, the visual language is defined by soft, natural lighting, lush macro textures, and a feeling of intimacy. Symbolic imagery reflects the relationship between humans and nature. When paired side by side, the plant and skin imagery echo one another, reinforcing Herbivore's core idea: that what grows in nature belongs on your skin.
Digital & social art direction
We guided a complete reset of Herbivore's social presence—a clean slate to match the brand's renewed clarity. All previous content was archived in favor of a cohesive visual identity built around the new art direction, color stories, and tone of voice. We also provided top-level website design direction, establishing the visual framework for Herbivore's digital experience. The team then carried the system forward across the full site, ensuring consistency from homepage to product detail pages.
Launch into Ulta Beauty
The rebrand laid the groundwork for Herbivore's largest category expansion to date—a 15-SKU body collection launched nationwide across more than 850 Ulta Beauty stores, validating the new positioning with a broader, mass-prestige audience.
Sustainable Packaging
The new packaging system reflects Herbivore's commitment to sustainability, with more eco-friendly materials aligned to the brand's values and the expectations of its community.
Growth Trajectory
The refreshed identity positioned Herbivore for its next growth phase, supporting the brand's ambitious target for triple-digit growth in 2026.
