SCIENCE-BACKED SELF-CARE  BRAND DEVELOPMENT

As Innovation Lead for IGC Pharma, I led the development of Holief (now Holiby), a modern wellness brand built on the power of plant-based self-care. Immersing myself in the CBD and wellness space, I decoded industry regulations, consumer behavior, and market dynamics to shape a brand with strong positioning and lasting impact. From product development and visual identity to storytelling and digital strategy, I built Holief from the ground up—balancing science, sustainability, and cultural relevance. The result? A brand that cuts through the noise, offering a fresh, elevated take on wellness that resonates with today’s conscious consumers.

MARKET & BRAND POSITIONING

Holief’s brand experience seamlessly blends trust, sustainability, and modern appeal, aligning with the rapid growth of the CBD and wellness space, which is projected to reach $47.22 billion by 2028 as consumers increasingly seek natural alternatives to traditional medicine. With millennials driving this shift, spending over $200 billion annually on self-care, I focused on understanding their wellness priorities, purchasing behaviors, and emotional triggers to create a brand that feels both effective and aspirational. By strategically positioning Holief at the intersection of pharmaceutical reliability and modern beauty aesthetics, I crafted a brand that speaks to a generation prioritizing wellness as a lifestyle. The result is a product line that not only meets consumer demand for natural solutions but also delivers a design-forward experience that feels intuitive, desirable, and aligned with a conscious way of living.

I led the development of Holief’s packaging, navigating the complexities of highly regulated cannabis markets while meeting the rigorous standards of a publicly held company. This required close cross-functional collaboration with design, legal, and corporate teams to ensure compliance, brand integrity, and a seamless consumer experience. 

Product development & compliance
CREATIVE DIRECTor

Holief’s brand experience seamlessly blends trust, sustainability, and modern appeal, aligning with the rapid growth of the CBD and wellness space, which is projected to reach $47.22 billion by 2028 as consumers increasingly seek natural alternatives to traditional medicine. With millennials driving this shift, spending over $200 billion annually on self-care, I focused on understanding their wellness priorities, purchasing behaviors, and emotional triggers to create a brand that feels both effective and aspirational. By strategically positioning Holief at the intersection of pharmaceutical reliability and modern beauty aesthetics, I crafted a brand that speaks to a generation prioritizing wellness as a lifestyle. The result is a product line that not only meets consumer demand for natural solutions but also delivers a design-forward experience that feels intuitive, desirable, and aligned with a conscious way of living.

  • Marketing Campaign

  • Editorial Content Direction

  • Product Photography

SKILLS

LEADERSHIP

Cross-Functional Leadership

Team Building

Compliance

BRAND & CREATIVE

Brand Positioning

Brand Development

Creative Direction

Packaging Direction

MARKETING

SEO + Blog

SMS + Email

Subscription Model

Copywriting

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