CBD for daily life.
Green Helix was created to cut through the noise in a highly-competitive and crowded CBD marketplace.
The focus is on simple, plant-based, functional formulations designed for real life. Stress. Sleep. Recovery. Daily balance. All harnessing the benefits of CBD oil.
No gimmicks. No lifestyle cosplay. Just the purest CBD products built around clear use cases and clean delivery formats, from capsules to tinctures.
Green Helix is about quality and consistency over hype. Products you can understand, trust and integrate into your daily routine.
I worked directly with Green Helix founder and CEO Joe Caruso—a successful Wall Streeter from United Bank of Switzerland and Lehman Brothers—who had pivoted into the health & wellness industry to deliver a unique and diversified product line-up of supplements, beauty products and pet care.
I served as Brand Strategist and Creative Director for Green Helix, shaping the brand from the inside out. I led the development of the brand story, positioning, and tone. Defined the visual identity system. Established how the brand shows up, speaks, and stays consistent across every touchpoint.
The work focused on clarity over hype. Function over fantasy. A CBD brand built to be understood, trusted, and used.
