Kaluna Farm Retreat

An organic farm that needed help with clarity and focus.

Creative Direction • Strategy • Packaging Design • Interior Design • Photography

Kaluna Farm Retreat has had two lives with me, and both were about the same thing: building a place people feel in their bodies before they can explain why. I did the original branding and strategy from the ground up, then came back years later to restrategize and rebrand the whole thing as the audience, the culture, and what people needed from a retreat all shifted underneath it.

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Original branding & strategy:

The first chapter was foundational — name, voice, visual identity, and a strategy built around what made Kaluna different: not another wellness retreat performing calm, but a working farm where rest is earned honestly. That identity carried through everything from signage to product labels to the first wave of social and print materials.

The rebrand, seven years later

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Audiences change. What felt fresh and grounding in year one can start to feel dated by year seven, not because the original work was wrong, but because the people walking in the door have changed. I led a full restrategize and rebrand to meet Kaluna's audience where they'd grown to, refreshing the visual identity, sharpening the voice, and rebuilding the brand's presence across social campaigns and email newsletters so it felt current without losing what made it Kaluna in the first place.