Conception of Pai Skincare’s 2018 Christmas packaging from initial campaign brainstorms to choosing the colour palette, features & layout, to mocking up the final prototypes for execution across the boxes.
Gift sets needed to look premium, giftable & be easily differentiated between in order to convey the astrology / elemental theme.
I also art directed the accompanying campaign photoshoot, sourcing props to give personality to each set & moodboarding appropriate lighting, composition & tone.
Design of Pai Skincare’s “Try Pai” kit packaging - a bespoke set of sample sizes. Utilising a detachable sleeve to enable seasonal changes, layered over a generic pattern box with hidden foiled quotes for a surprise & delight factor.
The launch campaign was supported by animations for social & display ads, art directed by myself, using emotive kinetic typography to highlight customer issues and position the brand as the solution.
Wild Postings Campaign
In this campaign, my concept was that viewers could discover Pai Skincare’s bestselling Rosehip Oil through reviews from other customers.
For the print ads, the recognisable bottle was rebranded with keywords from 5* reviews to demonstrate how this one product has been life-changing for so many people.
Inspired by the short-hand impactful quotes, which have an old-school advertising quality to them, the visuals I designed utilised bright colours with stylised imagery and a pop art sensibility. An aesthetic that also lends itself well to the repetition and high contrast often seen in wild posting advertising campaigns.
The print ad launch was accompanied by a video, art directed by myself, featuring real Pai fans with real skin challenges, highlighting the multiple ways they use the Rosehip Oil.
Wireframing, responsive prototyping & design elements of all aspects of Pai Skincare’s UK & International websites. When I first began my employment, the sites were built on an archaic system and lacked the visual finesse and consistency to do the brand justice. After being instrumental in our full website overhaul in 2016, my role was to bring the brand tone of voice to life, ensuring the clean but playful output was as refreshing and organic as the products themselves.
House of Grain
Shrewsbury based House of Grain is a new take on a proper tavern. In the words of the founder “Good food and good booze mixed with good old-fashioned debauchery!”
With my side project, Ordinary World Design, I was instrumental in crafting the brand identity for Shrewsbury bar & restaurant House of Grain, including conceptualising the name itself. Taking a written brief from the client, we explored the "story" of the restaurant / bar, ensuring our output was geographically and socio-economically appropriate and in-keeping with the ethos and culture of the business.
Having established that the key route should involve Corn as a nod to the founder’s fondness for natural produce & to the history of the building as a “cornhouse” storage facility, we tried to ensure that the name was fun & memorable to enable the bar to champion the party vibe it hopes to portray.
The logo design became an additional dimension to that, balancing fun with awareness of local history & providing a simple brandmark to stamp all of the brand’s collateral with.
Ad hoc design for Pai Skincare’s added value gifts - these have included textiles such as the tote bag & the Christmas 2018 pouch, as well as limited edition candles.
As the sole designer within pioneer luxury fashion and e-commerce entrepreneur Carmen Busquets's company, CoutureLab & sister brand GiftLab, I was responsible for design and art direction for multiple international sites in a small editorial team. The position required excellent understanding of the luxury industry with a flexible attitude to change and composure under pressure.
I was instrumental in the GiftLab website re-design, utilising UX understanding, information architecture and visual design. Plus weekly redesign of homepage with proven track record of reducing bounce rates through attractive and inspiring visuals.