New Skin Care Line

Developing a brand-new skin care line (BB Cream) for Hellobody from scratch – including creative direction, still-life and people shoot, and full launch assets.

Project Snapshot

Client: HelloBody Industry: Skincare / Beauty / D2C Project Type: Brand Creation, Product Launch Role: Creative Director – Concept, Packaging, Visual System, Art Direction Focus: Aesthetic intuition & visual storytelling

The Challenge

How do you launch a new beauty product in a saturated market – with emotional impact, aesthetic relevance, and clear product transparency?

For HelloBody, known for its natural skincare philosophy, we set out to develop a new BB Cream line that reflected the brand’s values: natural beauty, gentle effectiveness, and inclusivity. The key was to create a product identity that feels light yet grounded, that speaks softly but clearly to a diverse, beauty-aware audience – during a time (early COVID era) when online trust and visual clarity were more important than ever.

Creative Direction & Approach

Strategic foundation

Developed a visual narrative rooted in natural beauty, softness, and body-positivity.
Positioned the BB Cream as an everyday essential – honest, protective, subtly perfecting (SPF included).
Integrated the brand claim: "Be Naturally Glamorous."

Shade inclusivity

In an industry still lacking shade diversity, Hellobody introduced one of the darkest shades on the market to ensure real inclusivity for People of Color – while balancing the range to four shades, allowing for future extensions.

Packaging & Naming System

From first sketch to print-ready packaging, I developed a system that communicates both the lightweight texture and the playful brand tone.

Introduced the visual metaphor of the “Dancing BB” – soft, flowing "B"s and organic shapes reflecting lightness.
Aligned packaging with HelloBody’s signature organic forms and kept the design clean, emotional, and modern.
Built a modular template system to support localized product storytelling across European markets (EN master files for quick adaptation).

Photo Direction & Production Oversight

Still Life

Concept & layout sketches for the entire shoot.
Close collaboration and multiple feedback loops with still life photographer Jens Bösenberg to ensure color-accurate product representation – critical for online shopping trust.
Integrated soft face illustrations into textures to add a playful, brand-owned layer.

People Shoot

Casting focus on non-professional models to showcase authentic, unretouched beauty.
Complete on-set direction incl. model styling, lighting guidance, and skin-tone harmony with the set design (soft beige world).
Close collaboration with photographer Bennie Julian Gay for a natural, emotional result – no overediting, just realness.

Team Leadership & Execution

Led a cross-functional team (photography, design, motion).
Oversaw and reviewed asset creation across all channels: Instagram, TikTok, CRM, Web, POS.
Developed layout systems and editable content templates for the content team – with special attention to content whitespace, flexibility, and brand fidelity.
Coordinated the design of a product info flyer, including benefits, usage tips, and skin tone guidance.

The Outcome

A launch that reflected a holistic creative vision: inclusive, light, honest. The product rollout set a new aesthetic tone for HelloBody, expanded the brand’s inclusivity claim, and delivered real D2C impact.

Results & Impact: