HABI By Boots
In 2024, I partnered with Boots UK on the creation of HABI, a new skincare sub-brand born from their ambition to connect with a younger Gen Z, self-care-driven audience. The brand’s “love child,” HABI was positioned as playful, yet bold and credible—bridging the gap between everyday skincare and lifestyle culture.
The project encompassed the full brand identity design - from naming exploration and visual direction to a complete packaging system for 13 new products. Each product, ranging from cleansers to serums, was developed with a distinctive design language that communicates freshness, approachability, and efficacy while standing out in a highly competitive beauty market. The outcome is a bold, contemporary brand world that feels both loved and lived in. HABI launched across the UK in 2024, making its debut on billboards across London and rolling out in major beauty destinations including Sephora and Boots’ own retail network. This project demonstrates the power of thoughtful identity and packaging design to create a new beauty brand that is as desirable on the shelf as it is effective in routine.
Photography and Art direction by: Catherine Pryce
Mockups by: Brand New Mockup, Urban Poster Mockup & Mockup Maison
