In approaching this student project, my aim was to rebrand the well-known U.S. skincare company, Mad Hippie. This brand, rooted in natural, cruelty-free, and organic principles, originally found its inspiration in the laid-back spirit of surfers in Nicaragua. With its primary presence in Whole Foods, my aspiration was to revitalise its image, appealing to a younger demographic. My concept revolved around crafting an aspirational brand that pays homage to the carefree and relaxed lifestyle embraced by surfers and travellers. In doing so, I sought to convey that this skincare range is easy going and tailored for individuals on the move, whether navigating the urban hustle or rushing out to the beach.