Tuscan Hills: A Bath Brand That Went the Other Way

Client & scope

Tuscan Hills began as a limited bath collection — two or three sets whose packaging looked like the canned olive oil and bottles on a grocery shelf. Designland rebranded the line: identity, labels and packaging across the collection.

The problem

The bath category had one look. Almost everything on shelf was Victoria’s Secret pink or Bath & Body Works — fruity, neon, bubbly. A small collection competing on those terms would disappear.

What we did

We went the other way, and we started from the name. Tuscan Hills earned the Tuscany it had never used: earthy tones, natural materials, the calm of a house in the hills. Craft paper labels, individual stamps marking each scent the way a parfumerie would, deep brown type. It read as considered rather than loud, and it gave a small line a reason to be picked up.

What happened

The collection grew enormously and became a best seller among the company’s bath lines. The identity outlived the engagement — other designers were still working inside the system years later.

Brand, product and the pitch that sells it — from first concept to the buyer’s table.