Brands I Build
HUNI
Pure Beauty, Powered by Bees.
Huni is the world's first luxury regenerative beauty brand — combining 22 years of Mayan beekeeping heritage with modern bio-tech formulation. Every product is powered by authentic Mayan honey, wrapped in living packaging that grows wildflowers.
I'm not a client on this one. I'm the founding Brand & Creative lead — building the brand, directing the photography, shaping the strategy. This is what happens when I go all in on a brand I believe in.
The Story
From a Mayan apothecary to a global beauty brand.
Huni started life as Yucatán Herbal — a heritage Mexican apothecary supplying 500+ luxury hotels including Hyatt, Belmond, and Xcaret. Twenty-two years of manufacturing expertise, 416 tons of annual production capacity, and direct relationships with Mayan beekeepers going back to 2003.
The foundation was extraordinary. But the brand didn't match the product. That's where I came in.
I was commissioned to transform this into something the world would notice — a contemporary luxury brand ready for international retail and investment. New name. New identity. New positioning. New everything. The result is Huni: clean, conscious, sensory, regenerative.
What Makes Huni Different
Real Honey, Not Fragrance
The golden aroma in every bottle is pure Mayan honey — not synthetic perfume. It smells like real honey because it is real honey.
Seeded Packaging
I came up with the idea for seed paper cartons that burst into wildflowers when planted — feeding the very pollinators that made the product possible. Compostable bottles decompose in 12 weeks.
Clinically Proven
Up to 29.7% improvement in skin moisturisation, 21.3% improvement in smoothness, and 21.4% wrinkle area reduction. This isn't marketing — it's clinical data.
Pollinator Index™
I conceived the Pollinator Index — a proprietary tech platform that tracks biodiversity impact per product. Scan your bottle, see your personal contribution to pollinator habitats. Goal: 1M bees supported by 2027.
Seeded packaging, the Pollinator Index, and compostable bottles — innovations at the heart of Huni.
The Range
Premium regenerative personal care. No parabens, no silicones, no sulphates.
Shampoo
300ml · £22
Conditioner
300ml · £24
Body Wash
300ml · £26
What I Built
This is what full-stack brand building looks like when you go all in.
Brand Strategy
Positioning, naming system, messaging framework. From heritage apothecary to luxury regenerative beauty brand ready for global retail.
Visual Identity
Complete brand identity — honey-amber palette, modern apothecary typography, packaging design, and brand guidelines.
Photography & Film
Art direction and photography across Mexico and the UK. Product, lifestyle, and heritage storytelling — tactile, sunlit, craft-meets-innovation.
Investor & Retail Platform
Investor deck, retail materials, e-commerce presence. Everything needed to raise investment and launch into premium retail.
Why I Do This
After 25 years of building brands for clients, I wanted to build brands I believe in — not as a service, but as a partner. Huni is the first.
I handpick brands with genuine potential and go all in: strategy, identity, photography, digital, content. The same work my clients invest thousands in, directed by the same experience — but with skin in the game.
Huni isn't the last. If you've got a brand worth building and you want a partner who'll treat it like their own — I'd love to hear from you.