BURT’S BEES: NEW BRAND ARCHITECTURE
Burt's Bees spent decades earning trust as the reliable, natural-ingredient staple: the balm in every medicine cabinet, present for generations, but never once desired. It worked. It just didn't make anyone feel anything.
The opportunity: move Burt’s from purely functional to something people actually wanted: a modern beauty brand, not just a trusted drugs store staple.
Find Your Buzz is that feeling: the full-body high of finally landing on the one product that just works and that feels made for you.
We matched it with a new visual world: sun-warmed, tactile, playful in a way Burt's Bees had never been, still rooted in the natural credibility that made it trustworthy. Product photography left CPG behind for something closer to beauty editorial. Strategy, identity, campaigns, social, collabs, product: one system, not separate pieces.
The result: a brand that finally felt modern, relevant, and speaking to a naturally conscious, efficacious beauty consumer.
♥️ +18% lift in brand confidence
👀 +63% For You Page view rate
👀 +97% TikTok views QoQ
♥️ +25% increase in social engagement
LIP TREATS: WHERE THE REBRAND STARTED
Lip Treats wasn't just a product launch — it was the first proof of the new Burt's Bees “Find your Buzz”, in miniature. Introducing a new line of Lip Oils, Milks, and Butters, the platform became the testing ground for bringing the rebrand to life at the product level before rolling it out further.
Burt's Bees spent decades earning trust as the reliable, natural-ingredient staple: the balm in every medicine cabinet, present for generations, but never once desired. It worked. It just didn't make anyone feel anything.
The opportunity: move Burt’s from purely functional to something people actually wanted: a modern beauty brand, not just a trusted drugs store staple.
Find Your Buzz is that feeling: the full-body high of finally landing on the one product that just works and that feels made for you.
We matched it with a new visual world: sun-warmed, tactile, playful in a way Burt's Bees had never been, still rooted in the natural credibility that made it trustworthy. Product photography left CPG behind for something closer to beauty editorial. Strategy, identity, campaigns, social, collabs, product: one system, not separate pieces.
The result: a brand that finally felt modern, relevant, and speaking to a naturally conscious, efficacious beauty consumer.
♥️ +18% lift in brand confidence
👀 +63% For You Page view rate
👀 +97% TikTok views QoQ
♥️ +25% increase in social engagement
LIP TREATS: WHERE THE REBRAND STARTED
Lip Treats wasn't just a product launch — it was the first proof of the new Burt's Bees “Find your Buzz”, in miniature. Introducing a new line of Lip Oils, Milks, and Butters, the platform became the testing ground for bringing the rebrand to life at the product level before rolling it out further.
Project // ReBrand, Lip Treats Product Launch & Organic Social
Creative Director / Juliana Gutowski, Tanya Wilson
Creatives / Chloe Puertas Del Castillo, Holiday Black
Creative Director / Juliana Gutowski, Tanya Wilson
Creatives / Chloe Puertas Del Castillo, Holiday Black
