Herb Pharm’s sleep capsule launch introduced Lemon Balm, Valerian and Sleep Easier™ as new ways to bring herbal support into a modern nightly ritual. The launch creative was built on the idea of “Let nature tuck you in,” through a dreamy visual system centered on the idea of a modern nightly ritual. The creative intentionally highlighted the herbs and plants used in the capsules, bringing botanical ingredients forward across photography, digital design, social, and video.

The design system paired deep nighttime tones, botanical imagery, and soft, dreamlike moments with clear product education, creating a campaign that felt distinctly Herb Pharm while speaking to a more modern wellness audience.

This project also expanded my role into photoshoot art direction, developing the creative brief and visual direction through prop selection, staging, styling, shot planning and on-set execution. The resulting photography became the foundation of the campaign, giving the launch a cohesive visual language that could move from brand storytelling and social teasers to product education and conversion-focused digital touchpoints.