Project At A Glance
Shelly Skincare was an independent brand concept led by Bakhtawar Chaudhry, an experienced beauty entrepreneur who had recently moved to Dubai after launching several successful skincare lines in Pakistan. Her goal was simple but ambitious — to create a skincare brand designed for the UAE’s climate and lifestyle, rather than importing formulas made for cooler regions.
She approached me to help define Shelly’s brand identity, packaging design, website experience, and social media direction — all within a limited budget and a tight two-month timeline. At the time of writing, the brand identity and design system have been finalised, while the website is under active development.
Go to Bakhtawar's Profile
When Bakhtawar reached out, she had already begun groundwork — sourcing suppliers, managing logistics, and planning soft-launch trials through her influencer network.
The gaps she needed my help with were strategic and creative:
What exactly was missing in the UAE skincare space?
How could we design something affordable yet aspirational?
How could Shelly communicate trust and climate performance without over-promising on “100% organic” or “green” claims — given the limited initial budget?
The Challenge: Most international skincare formulas simply don’t work in the GCC. The heat, humidity, and constant air-conditioning create a unique mix of oily yet dehydrated skin.
The Approach: We positioned Shelly as authoritative yet conscious — credible but still human. The identity follows a minimal, monochromatic palette in soft beige tones, evoking calm, honesty, and warmth. Digitally, the goal was simplicity — giving users full clarity about what they’re buying without overcomplicating the experience. On social media, Shelly’s visual language was designed to be distinctive, relatable, and educational, always centered around real people and real skin stories.
The Outcome: A complete brand foundation — from strategy and packaging to a cohesive website design system — now ready for a 2026 soft launch. The result is a modern, climate-adapted beauty brand built for real people living in the GCC.
Research & Discovery
Research
Compare
analyse
execute
I started by reviewing existing market reports, consumer reviews, and social media conversations around skincare brands active in the GCC. I also conducted light competitor analysis across both global and local brands — from The Ordinary to Sunday Riley, Herbal Essentials, and Shiffa Dubai.
CLIMATE GAP
Exisiting international products fall under GCC stressors - specially heavy creams and sunscreens
MARKET ACCELERATION
Growth in 2023 driven by digital first sciece aware consumers
DIGITAL EDGE
Average digital UX is 3/5, with poor mobile optimisation and checkout friction
TRUST DEFICIT
Millenials & Gen Z demand ingredient transparency and scientific validation
Reviews & Articles Snippets
To validate these patterns, I went through hundreds of comments and reviews on competitor product pages. Seeing how users described texture, stickiness, and “melting under AC” moments gave me real empathy for the region’s daily skincare frustration.
User Surveys
68%
Experience oiliness
from humidity
54%
AC- induced dehydration
47%
Hyperpigmentation concerns
Top Purchase Decision Factors
Who We’re Designing For
I found four distinct personas representing key market segments, each with unique climate-related challenges and specific product needs that inform our design decisions.
Fatima Al Marzooqi
20, Student/Creator
Goals
Quick, affordable, effective routine.
Challenges
Humidity-magnified oiliness and breakouts.
How can shelly help?
Lightweight, non-comedogenic Active Serums and SPF 50+. Engagement via fast, authentic social content.
Ameera Al Sayed
28, Influencer
Goals
Ethically sourced, cruelty-free, sustainable products.
Challenges
Mistrust of synthetics and excessive plastic waste.
How can shelly help?
Transparent Ingredient Source Map UX. Products featuring certified organic extracts
Layla Khan
35, Executive
Goals
Correct hyperpigmentation and aging
Challenges
Dehydration from constant AC and intense UV damage.
How can shelly help?
Shelly High-potency Vitamin C/Alpha Active serums. Seamless subscription UX and concise efficacy data.
Zaina Hakkam
25, Student/Creator
Goals
Non-irritating, safe, simple routine.
Challenges
Skin irritation amplified by extreme heat/dryness.
How can shelly help?
Hypoallergenic, barrier-strengthening formulas. Explicit "Free From" lists and safety testing transparency on product pages.
Competitive Analysis Matrix
Where Shelly Fits In
After mapping out both global and regional skincare brands, a clear pattern started to show. Most of the well-known brands either focused on global standards with no climate relevance, or stayed too generic to connect with how people in the GCC actually live.
Shelly is a climate-smart skincare brand that combines transparency with scientific simplicity — built to perform in the region’s extreme conditions while feeling accessible and trustworthy.
Tone Of Voice
Authoritative, conscious, and empowering — balanced by warmth and humility.
Rounded, breathable typography
Clean systems to communicate trust without cold minimalism
Soft neutral tones inspired by coastal Dubai
Confident knowledge
Thoughtful choices
Inspiring confidence
I approached the design system in three layers, each building on the strategic foundation we established.
BRAND IDENTITY
A clean monochromatic visual system that signals purity, clinical quality, and sophistication while reducing cognitive load.
PACKAGING
Due to budget constraints, we outsourced standard but durable containers with premium feel for the POC.
DIGITAL EXPERIENCE
I designed the website to feel fluid and light, emphasising on ingredient storytelling and before-after visuals. The build is now underway by the development team in Dubai.
SOCIAL MEDIA
I also extended the visual system into social media applications. The goal was to ensure every digital touchpoint — from IG posts to product launch teasers — reflected the same cohesive identity.
This translates into authentic social media content, warm photography, and an empowering tone of voice. It positions the skin as a reflection of overall balance and health.
This translates into the minimalist design, the monochromatic palette, and the rigorous clarity of the Product Page UX (our Transparency Panel).
Logo Design
The goal with the logo was to create something that felt calm, confident, and familiar. Shelly was always meant to feel approachable — not another loud clean-beauty brand, but one that quietly earns trust through simplicity.
We decided to go with a wordmark because the name itself carries a soft, natural rhythm. It felt unnecessary to add a symbol when the word could stand beautifully on its own.
The arc element above the wordmark represents two ideas — the protective “shell” metaphor that inspired the brand name, and the feeling of a gentle sunrise. It subtly reflects care, protection, and everyday renewal — qualities that define Shelly’s positioning in a region where the climate demands daily skin recovery.
To prevent the wordmark from feeling too sterile or cold, the design incorporates a subtle, elegant modification or a soft graphic element “the happy arc” underline beneath the wordmark. This element serves as the non-verbal cue for the "Inside & Out" philosophy—representing optimism, the gentle curve of a smile, or the holistic balance the brand promises.
Color
These natural, earthy hues communicate purity and eco-consciousness, and signal sophistication. The palette supports high contrast for optimal legibility.
Typography
For typography, I wanted something that feels modern yet human — clean enough for a clinical impression but still warm enough for lifestyle storytelling.
The typeface "Nexa" balances geometric structure with soft curves, mirroring Shelly’s tone: confident, kind, and grounded while the body text "Poppins" stays relaxed and legible across digital touch points. Together, they make the brand feel effortlessly premium without being distant.
Photography
In a highly minimalist and monochromatic brand environment like Shelly's, photography is not just decoration—it is the primary storytelling engine. Since our design system minimises text and uses extensive negative space, the images must do the heavy lifting in conveying luxury, clinical efficacy, and the brand's "Inside & Out" philosophy.
Instead of overly polished, studio-heavy visuals, we leaned into natural light, soft tones, and real textures that capture the warmth of the region. The goal was to make the products feel lived-in, breathable, and part of everyday life.
Skin is shown naturally, not overly edited, and props are kept minimal to keep focus on the textures and routines. This helps the visuals feel calm and aspirational without being unrelatable — more “daily ritual” than “photo shoot.”
Building Trust
High-quality, crisp product photography ensures the user perceives the product as premium and effective. Clean, shadowless shots of the product bottles clearly communicate the brand's commitment to ingredient transparency.
Reinforcing Philosophy
(Inside & Out)
Reinforcing Philosophy (Inside & Out): Imagery serves to bridge the gap between product application (Out) and holistic wellness (Inside). We use visuals to transform a routine into a self-care ritual.
Minimizing Cognitive Load
Large, impactful visuals quickly guide the user's eye and communicate value, which is crucial for maximizing conversion on mobile devices.
Social Media
I built a modular content system for social media that translates the brand’s calm tone and earthy colour palette into a visual rhythm — alternating between product stories, climate tips, and behind-the-scenes glimpses. Shelly’s digital presence needed to feel consistent, recognisable, and adaptable.
Awareness (Inside)
Filter-free testimonials on resilience and self-care. Builds community through authentic, purpose-driven content.
Engagement (Efficacy)
Expert tips on lightweight SPF and heat reapplication. Educational infographics establishing climate authority.
Conversion (Solution)
Targeted product bundles like "Humidity Defense Kit" with seamless shopping flow.
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Platform Priortisation
Awareness
Build emotional connection and align with the self-love movement.
Content promoting self-love, resilience, and mental wellness.
Authentic, low-production feel videos; focus on community.
Engagement
Establish clinical authority and close the consumer knowledge gap.
Breaking down ingredients and explaining how they work, not just what they do.
Highly shareable, concise informational content; quick Q&A sessions,
Conversion
Provide targeted value, establishing Shelly as the regional problem-solver.
Direct content addressing GCC pain points, such as "3 Steps to Stop Sunscreen Break-Down in 40°C Heat".
Focus on product bundles linked directly to the e-commerce checkout.
Sitemap
The sitemap focuses on clarity and conversion, balancing storytelling with product visibility. Each page — from the brand story to product details — was designed to feel connected, helping users understand Shelly’s philosophy without getting lost in layers of navigation. Key user paths were streamlined to make sure visitors can move easily between education, exploration, and purchase — without friction.
Website Demo
The website was designed as the digital home for Shelly — calm, modern, and functional. The interface follows the same design language established earlier: beige tones, generous white space, and minimal typography that lets the content breathe.
Since the brand will be tested primarily through influencer campaigns, the site’s role is twofold — to validate Shelly’s credibility and make discovery effortless.
The video shown here captures the interactive prototype — from homepage scrolls to product storytelling and checkout flow. Each transition was kept deliberate, reflecting Shelly’s slower, more mindful pace as a brand.
OUTCOMES & NEXT STEPS
Tools & Process
This project combined both traditional and AI-assisted workflows.
AI Tools Used: Gemini (for image concepts and story visuals), Midjourney (for style exploration), ChatGPT (for research structuring and copy refinement), and Adobe Photoshop (for post-production and compositing).
Design Tools: Figma (for design system and website layout), Adobe After Effects & Premiere Pro (for motion and video prototypes), and Google Meet (for remote client collaboration).
Every AI-generated asset was used as part of an iterative design process — refined, adjusted, and contextualised to maintain authenticity and creative control.
