I helped lead the rebrand of Badger; a family-owned, organic skincare brand. The goal of the rebrand was to bring an organic personal care company, created 27 years ago, into the 21st century, with a fresh new visual identity, tagline, and packaging. I led a team in creating packaging, illustrations, branded videos, advertising, catalogs, displays, and web design. We worked on 30+ pieces of packaging, in the sun care, bug & outdoor, baby & mom care, lip balm, and gift set spaces. The packaging now lives globally, and at stores like REI, Target, and Whole Foods.

See more about the rebrand at the bottom of the page.

W.S. Badger Company is a mission-driven Certified B Corp committed to delivering products that use only the highest quality of clean, close to nature ingredients. The new branding conveys that dedication while also reflecting the deep commitment to creating a healthier world and cultivating good.

Artwork has been an extension of the Badger ethos since its founding in 1995. To help bring its brand story to life, we invited Rachel Hudson, a wildlife illustrator dedicated to raising awareness of endangered animals and ecosystems, to design original artwork for the new brand packaging. The one-of-a-kind illustrations she created capture the intersection of science, conservation, and art. Bold shapes and lively colors depict coastal birds along Big Sur, vibrant fish and corals of Australia’s Great Barrier Reef, and pelicans that surfers encounter racing across the waves.

Then, of course, there was the wordmark. When the founder created Badger in 1995, he sketched the word himself, a wordmark that went on to appear on every product. That made for a truly one-of-a-kind wordmark with only six letters! As a nod to the founder, the team asked him to sketch the word BADGER as he had done in 1995. Based on his handwriting, we created an entire custom font called Badger Apothecaria.

We simplified many friendly badgers for the brand logo to just one mascot, a guardian of nature and all its inhabitants. In creating the new logo, the team incorporated favorite elements over the years – the badger’s hopeful gaze, kind eyes, and the golden orb that the original badger clutches in his paws – combining them into one mascot that stands for all of the company’s values.