As Design Lead for over 4 years at luxury natural skin care brand Pai, I was accountable for the quality of all creative work, overseeing execution of design & concept development across multiple platforms. Key responsibilities included art direction, emails, web design & creative concepting.
The Project
Conception of UK brand Pai Skincare’s 2018 Christmas packaging from initial campaign brainstorms to selecting the colour palette, features & layout, to mocking up the final prototypes for execution across the boxes.
We chose an elemental themed collection to celebrate the ties that the brand has with the earth (Soil Association certified ingredients) but also with the holistic. The sets needed to look premium, giftable & distinctive.
I also worked on art direction for the campaign photoshoot, sourcing props to give personality to each set & mood-boarding appropriate lighting, composition & tone. We wanted the imagery to convey the characteristics of each sign, for example air signs are notably intellectual and curious so these images included an array of books and maps.
