BOTANIC TREE
Skincare for skin in flux, rooted in nature, backed by science.
OVERVIEW
The clean skincare category was being rapidly redefined by science-forward, microbiome-aware players. Botanic Tree entered this conversation with real foundations: a proprietary postbiotic ingredient story (ProRenew Complex CLR), 17,000+ reviews at 91% rated 4-star or above, and a 41% repeat customer share. The brief was to rebuild every layer of the brand to claim its position in the category.
CASE STUDY
Brand, Channel, and Product Architecture Rebuild for the Modern Skincare Consumer
SCOPE OF WORK
Brand identity rebuild, logo redesign, and Figma brand book
Voice, tone, and audience repositioning around life-stage skin
Amazon storefront rebuild and full Shopify ecommerce rebuild
Skin Shift filtering UX and PDP system upgrade to A+ Premium
Three creative routes developed for conceptual packaging direction
Three major brand photoshoots, directed and produced as sole creative lead
Instagram channel launch and CRM welcome flow plus eight monthly campaigns
OBJECTIVE
To reposition Botanic Tree around the realities of life-stage skin and rebuild the brand architecture, product roadmap, and channel infrastructure to compete with science-forward category leaders across Amazon, Shopify, and Walmart.
IMPACT SNAPSHOT
The repositioning rebuilt Botanic Tree across brand, product, content, and commerce infrastructure.
Brand repositioned to sit in the same shelf conversation as the science-forward, microbiome-aware category leaders
17,000+ reviews and 41% repeat customer share surfaced as community proof across the rebuilt storefronts
Five-page Amazon Brand Store built from a single auto-generated legacy page
Full Shopify ecommerce shop built from scratch as the brand's first DTC channel
6 existing range PDPs upgraded to A+ Premium, plus 5 conceptual NPD PDPs developed
Conceptual packaging system developed across three creative routes with a recommended direction landed in the brand book
Three brand photoshoots, Instagram relaunch, and CRM system deployed in support
THE OUTCOME
The Botanic Tree rebuild repositioned the brand around the audience the category had left unserved: adult women navigating life-stage skin shifts, between teen-coded acne and age-suppressive anti-aging. Rebuilt across every customer-facing channel and anchored on a defensible postbiotic IP, Botanic Tree was rebuilt to sit in the same shelf conversation as the science-forward category leaders.
THE CHALLENGE
Botanic Tree had real fundamentals: a loyal customer base, a proprietary postbiotic ingredient story, and a meaningful review base. But outside the product itself, the brand had almost no surface area.
Amazon had a single, untidy Brand Store page made up of auto-generated product listings pulled from PDP categories. No narrative hierarchy, no brand voice, no customer journey.
Social did not exist. No Instagram, no owned channel, no community surface.
DTC did not exist. The Shopify domain ran as a single landing page with no commerce function.
CRM did not exist. No welcome flow, no calendar of campaigns, no retention infrastructure.
The work was to build all of it.
STRATEGIC OPPORTUNITY
Clean skincare had become polarized. Teen-coded acne treatments at one end. Age-suppressive anti-aging messaging at the other. Adult women navigating hormonal shifts, postpartum recovery, perimenopause, and stress-related skin changes were caught between two registers that neither described nor served them. This was the audience whitespace the repositioning was built to occupy: stage-of-life skincare for skin in flux, supportive and solutions-first, never shaming.
The strategic opportunity was structured around three pillars: reformulate every core SKU to Sephora Clean blacklist compliance and EU-compliant ingredient lists; anchor the brand on its proprietary postbiotic ingredient story (ProRenew Complex CLR, ECOCERT-certified and COSMOS-approved) to establish defensible IP at category-leader level; and reframe the audience around stage-of-life skin.
The brand idea anchor: skincare for skin in flux, rooted in nature, backed by science.
BRAND REPOSITIONING & IDENTITY
Botanic Tree was repositioned as a botanical solutions brand for skin in flux, with empathy and authority replacing age-based or trend-based messaging across every brand surface.
New master tagline: Rooted in nature. Backed by science.
Voice and tone rebuilt around warmth, authority, and hope; supportive and solutions-first, never shaming
Logo redesigned with a botanical leaf motif carried through every page as brand signature
Color palette built around deep forest green and cream, supported by botanical earth tones and warm neutrals
Photography system spanning clean product still life through to lifestyle and community imagery, with multiple skin tones consistently represented
New brand book documented in Figma as single source of truth across all channels
A category architecture and conceptual product pipeline was developed to operationalize the life-stage thesis as a buyable assortment.
Operationalizing the thesis (live): Skin Shift filtering UX built on the all-products page (filtering by skin type, body part, concern, and ingredient), and a mood-to-product matrix deployed on the Amazon Face page. Architecture designed so customers self-navigate by skin state rather than product type.
Future assortment pipeline (conceptual): a conceptual expansion pipeline was developed across glycolic treatments, body care, lip care, and microbiome-supportive skincare, designed to operationalize the life-stage positioning into a scalable future assortment.
PRODUCT ARCHITECTURE & CATEGORY EXPANSION
CONCEPTUAL PACKAGING DESIGN
Packaging design ran as a parallel workstream to the channel rebuilds, developed conceptually to inform the brand's next phase of growth. Three creative routes were developed and presented for the packaging system, each rendered across the range so the routes could be evaluated like-for-like:
Bold and saturated: colour-blocked tubes with red typography and a palm leaf motif, designed to differentiate ingredients through colour and stand out against competitors
Muted premium: desaturated pastels and earth tones with a botanical-sun seal, designed to execute an elevated skincare aesthetic
Earthy organic: rich earth tones with a low-opacity organic leaf shape, designed to execute a botanic feel with the highest natural-craft register
The recommended direction landed in the brand guideline: cream-base tubes with a soft peach gradient blob, set in editorial serif, balancing botanical cues with modern restraint and designed to read both on-shelf and on-screen.
Director & Producer Across All Shoots
Three major brand photoshoots delivered across the rebrand and rollout, scoped, directed, and produced as sole creative lead. Photography output deployed across Shopify, Amazon, social, and CRM, building a single visual system that carries across every customer touchpoint. Product, lifestyle, and community photography spanned the full SKU range, with multiple skin tones consistently represented to operationalize the inclusivity claim.
CONTENT PRODUCTION & VISUAL SYSTEMS
CRM & SOCIAL
A new social and CRM system was launched in parallel with the channel rebuilds. Instagram was relaunched with a fresh content system and a weekly post and reel cadence, taking the dormant channel into active management. CRM ran an automated welcome flow plus eight monthly campaigns integrated with Shopify and Amazon. Together, the two channels closed the loop between acquisition, conversion, and retention.
AMAZON
The rebuilt storefront translated the life-stage thesis into a navigable retail experience:
Five sub-pages: Home, Best Sellers, Face, Faux Glow, About Us
Hero modules tied to the life-stage thesis ("Where skin feels seen", "Loved by skin. Backed by science.")
Mood-to-product matrix operationalizing the brand thesis as navigation
Community proof block: "15,000+ Stories of Clearer, Healthier Skin"
6 existing range PDPs rebuilt and upgraded to A+ Premium
AMAZON & DTC TRANSFORMATION
DTC (SHOPIFY)
The newly built botanictree.com translated the brand into a full ecommerce experience:
Mobile-first ecommerce shop with full collection structure
Hero homepage built around the brand thesis: "Choose your current skin shift, and get matched with what supports it best"
Skin Shift filtering UX (filters across skin type, body part, concern, and ingredient)
Connected to CRM, welcome flow, and Amazon calendar moments (BFCM, Holiday)
TESTIMONIALS