Huni. Beauty that gives back.
A luxury regenerative skincare brand built around Mexican honey and seeded packaging that grows wildflowers when planted. A project I'm invested in personally - I developed the concept and purpose because I believe in the product and what it stands for.
Built from nothing.
This is what I do best - create something from nothing. Huni came to life as an idea about the regenerative power of honey, and what it could mean for skincare that does more than just sit on top of your skin.
I built the entire brand world from concept up - the name, the identity, the packaging that doubles as wildflower seeds, the bottle that biodegrades, the editorial photography, the website, the product positioning. Every detail.
This isn't a client project I picked up. It's a brand I believe in personally - I'm an investor and I'm building it for the long term.
End to end. From a name to a live measurement system.
Naming & identity. Named the brand "huni" and built the whole identity from scratch - wordmark, visual language, tone of voice and pitch deck.
Brand strategy. Defined the positioning: honey-powered haircare that has to leave more pollinators behind than it takes. Three commitments, in order - pollinate, reduce plastic, reduce pesticides.
Packaging innovation. Art-directed two real firsts - a seed-paper carton you plant after use, and the switch to Vivomer™, a compostable bottle that returns to soil in weeks.
The Bee-o-Meter. Conceived and built a scan-to-impact tool - every bottle's QR swings a live dial showing the habitat, forage days and beekeepers your purchase funds.
The Pollinator Index™. Scaled that into a measurement standard any brand can publish - one consistent pollinator-impact score across beauty, food and fashion.
The bee corridor map. Built Huni's own consumer-facing corridor map - plant a patch, drop a pin, watch it grow. Now in partnership talks with Bee:Wild, who are developing a government-level global map to connect hives and track bee corridors worldwide.
Websites - designed and coded. Personally built and shipped the live sites - design, copy and front-end code, deployed on Cloudflare.
AI content engine. With the physical range still in production, created Huni's entire visual world with AI - photoreal product photography, realistic UGC video and social content. A full brand presence before the product hit shelves.
From the first run to no new plastic.
We flew to Mérida to watch the first bottles come off the line. Standing in that little workshop, we made a call - we were not going to launch a brand about bees in a bottle that outlives everyone in the room. That decision is what led us to Vivomer.
01 The first run, Mérida. The original formula, bottled by hand - in standard plastic.
02 The turning point. A beauty bottle is a 30-year object holding two months of product. We would not add to that pile.
03 Vivomer™. A compostable bottle that returns to soil in weeks - the bottle goes in the ground, the carton goes in the corridor.
Selected work.
Got a brand worth building?
I take on a small handful of brands per year I personally pick to build from the ground up. Application only.