Full-service design for the launch of Hilma — a new remedy company, merging science with nature.

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HILMA.CO

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As a first step, Little Troop worked with friends at Human NYC to come up with the naming for Hilma — a tribute to artist Hilma AF Klint's artful interpretation of science and nature.

From there, the brand's logotype, seal and visual system was created — inspired by the Swiss Design movement and the iconic familiarity of 1960's pharmaceutical packaging.

A clinical, restrained visual system is made fresh and artful, with vibrant pops of color and a bold, ever-changing mix of graphic and typographic treatments.

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A mix of classic and semi-opaque material treatments were used within the brand’s product packaging — merging trust with transparency, and allowing the product to shine as hero within the packaging.

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Clarity, efficacy, optimism and humanity — the brand pillars of Hilma — helped inform the brand’s art direction, with a mix of clinical in-studio photography and loose, natural lifestyle imagery with hints of real environments.

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01/04
Shot by Sergiy Barchuk: A candy-colored medicine cabinet of artificial dreams.

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02/04
Shot by Sergiy Barchuk: Blurring the lines between candy and meds.

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03/04
Shot by Sergiy Barchuk: Boswellia and Ivy Extract — two of Hilma’s key ingredients

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04/04
Shot by Sergiy Barchuk: Upset Stomach Relief hanging out next to its main ingredient, Chamomile Flowers.

Happy, real people cast for diversity and character highlight Hilma’s value in human connection and creating ‘that get-better’ feeling. Images were shot by photographer Kathy Lo in the Queens Botanical Gardens, amongst a series of in-nature imagery, capturing both product packaging and ingredients.

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Website

Hilma.co delivers a full e-commerce experience built on Shopify ReCharge while introducing customers to their whole new category of products — 'Clinical Herbals'.

With new products comes many questions (especially in health) — so we littered the path to purchase with educational content around the products formulation, ingredients and usage.

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Visually it was important to hit the right balance of science meets nature — combining people-focused photography in nature and macro visuals of ingredients, against structured layouts reminiscent of scientific textbooks of the past.

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Product detail pages and the Our Science page reinforce Hilma's scientific and proven approach to product formulation and provide deep dives into why and how each natural ingredient plays its role.

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Above:
Hilma’s direct mail packaging and print pieces. Brand illustrations — created by Little Troop, as abstract representations of ingredients — lined the inside of mailer packaging as a playful backdrop to the product.

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Founded in 2019 and led by award-winning Creative Directors Noemie Le Coz & Jeremy Elliot, Little Troop is a creative studio that loves working with good people on smart projects.

We acknowledge the Wurundjeri people of the Kulin nation, the traditional custodians of the land where we work, and pay our respect to the Wurundjeri Elders, past, present and emerging.