The initial concepts for a collaboration between Tree Hut and TikTok creator Paul Reacts. This project explores social-first packaging and campaign design rooted in authenticity, humor, and real-time product discovery. Centered around a dessert-themed body care collection, the goal was to create playful, color-driven visuals that balance Paul’s expressive personality with Tree Hut’s brand identity, resulting in a cohesive yet personality-led design system. Paul Reactss played an active role in shaping the direction, providing mood boards and feedback that informed the visual composition, tone, and messaging. His input helped ensure the designs remained authentic to his voice while still aligning with the brand.