Case Study Overview
Uncle Harry's Natural Products full rebrand
THE CHALLENGE
With a new generation leading the business, the challenge was to create a visual identity system that could unify an already extensive product range while supporting the brand’s future growth.
The complexity of the project came from the range itself. The brand spans oral care, hair care, skin care, and aromatherapy, each with different formats, materials, and constraints. Small labels, large bottles, amber packaging, white packaging, all needing to feel like part of the same system.
BEFORE AND AFTER
Production considerations also played an important role. With white bottles, a traditional label would create a visible separation between the label and the bottle. The challenge was to create a system that felt integrated rather than applied.
CREATE A NEW VISUAL SYSTEM
Develop an identity that feels more structured and contemporary while maintaining a connection to the brand’s natural roots.
MAKE IT WORK ACROSS CATEGORIES
Design a system that can adapt across product lines, packaging formats, and sizes without losing consistency.
MAINTAIN BRAND RECOGNITION
Create stronger cohesion across the growing range while ensuring products remain instantly recognizable on shelf.
THE SOLUTION
The design focused on building a visual identity flexible enough to work across categories, formats, and packaging types while keeping a consistent brand presence. The logo was rebuilt with a clean, contemporary typographic approach, paired with a UH monogram that functions both alongside and independently of the logo to unify the system across SKUs. The packaging itself was built around clarity, consistency, and scalability: a predominantly white label merges visually with the white packaging, softening the typical "sticker on bottle" effect and giving the products a cleaner, more refined feel aligned with the brand's new direction.
Information was structured for clarity throughout the range, with a defined layout system that preserves hierarchy even on smaller formats, while custom icons highlight key benefits and help consumers navigate more easily. Color plays an organizing role, the signature lime green remains a recognizable anchor used strategically across select categories, while other lines adapt to their materials, such as the amber bottles in the hair care range, creating distinction without losing cohesion. The entire system was designed to scale, applying the same visual principles from small labels to larger packaging and specialty boxes alike.
KEY TAKEAWAYS
System Over Styling
The focus was on building a structure that works across the entire product range rather than creating isolated design solutions.
White-Led Packaging System
The use of predominantly white labels reduces visual clutter and creates a consistent foundation across different products and formats.
Packaging as One Object
Labels were designed to integrate with the bottle and look seamless.
Clarity at Small Scale
A strong layout and hierarchy ensure readability across a wide range of sizes and formats.
Clarity at Small Scale
A strong layout and hierarchy ensure readability across a wide range of sizes and formats.
Built to Scale
The system supports oral care, hair care, skin care, and aromatherapy while maintaining a cohesive brand presence.
