Background / A collaboration with CAP Beauty / 2017
The Daily Hit
Created by Apothecanna and CAP Beauty in 2017, The Daily Hit brought together product formulation, packaging and photography for CAP’s natural beauty community.
In 2017, Apothecanna partnered with CAP Beauty, the influential natural-beauty destination founded by Kerrilynn Pamer and Cindy DiPrima in New York’s West Village, to create The Daily Hit. The collaboration brought Apothecanna’s formulation expertise together with CAP’s approach to beauty, wellness and daily ritual.
The idea was a ritual object: a product that CAP’s customer could understand intuitively and make part of an existing wellness practice.
JKI collaborated with CAP Beauty's creative team and packaging designer Brittany Cutrone on the visual system, and developed licensing strategy, brand partnerships, line extensions, and digital presence to support the launch.
The visual world brought together Brittany Cutrone’s packaging design, John von Pamer’s photography and Cindy DiPrima’s prop styling. The bottle, label and imagery are presented here as parts of that collaboration, with the full credits below.
James Kennedy led product formulation, selecting pearl, maca, cordyceps, and L-theanine as the core ingredient stack.
Formulation, the manufacturing brief and line extensions were part of James’s work on the project. The product was conceived around a considered daily ritual, with ingredient selection supporting its identity and experience.
The Daily Hit’s “high vibrational pause” described a moment between obligations, rather than a fixed hour of the day. For a customer already drawn to CAP’s curation, the intention was a small, deliberate act of self-care — something that belonged within a daily practice.
The product story continued into its imagery: bottles photographed together, a still life, and a place at the table. These photographs carry the collaboration beyond the label into the everyday setting of the ritual.
Opened in 2015, CAP became a destination for natural beauty and wellness. Its distinct approach was covered by Vogue in 2017; Fashionista’s 2017 profile also documented The Daily Hit collaboration.
Behind the collaboration
Behind The Daily Hit
Product
Brand
Go-to-Market
Product Formulation
James Kennedy / JKI
Packaging Design
Product Photography
CAP Beauty Co-Founder
CAP Beauty Co-Founder & Prop Styling
