Highborn
COMPANY
TYPE
ROLE
YEAR
Highborn
Rebrand
Copy & Strategy
2019 – 2020
Highborn came to us as a blossoming indie brand, catching increased attention of CBD beauty fans and retailers alike.
With a new product line extension on the horizon, I was tasked with helping to craft a scalable brand that would differentiate Highborn within the flooded CBD beauty marketplace.
Highborn’s launch was greeted with widespread positive reviews, recognized by the likes of Forbes, Nylon, and Beauty Independent.
Repositioned to scale
Hours of strategic positioning fueled our creative direction. Our tagline: Bring Bliss On. Highborn’s brand represented a beautiful clash of opposites – like a pitbull in a pink boa.
Born in Brooklyn by a fearless female founder, we wanted to own our offbeat city-chic. We aimed to embrace a sense of elegant weirdness, a confident cool with a tinge of magic.
Owning the shelf
Packaging wireframes • primary & secondary packaging copy • Product naming • USP • handwritten names (featured on pack)
Elevated tonal expression
The goal for copy and tone was to infuse magic at every turn while maintaining a constant sense of luxury. What resulted was storytelling with elegant intention in a clear, consistent tone of voice, adaptable to every surface—digital and physical.
Tangible storytelling
When it comes to luxury beauty packaging, storytelling goes a long way, and secondary packaging provides the perfect opportunity to showcase our brand.
Each box featured a unique poem to set the mood while key claims proved these products met the high standards our audience valued most.
A complete ritual
These products were meant to for the counter, not the cabinet. We designed each distinct line to both stand out on their own and fit seamlessly within a collection. Not only did this reinforce brand recognition on shelf, but also offered a valuable incentive for shoppers to “collect them all.”
Team
Any Studios
CREATIVE DIRECTOR
HEAD OF STRATEGY
DESIGNER
COPYWRITER
Roe Lotan
Assaf Dagan
Katie “Parker” Rablen
Alex Frank