Case Study
SHELLY SKINCARE
Climate Adapted Clean Beauty
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 to create skincare designed for the UAE's climate and lifestyle, rather than importing formulas made for cooler regions.
She approached me to define Shelly's brand identity, packaging, website experience, and social media direction — within a limited budget and a tight two-month timeline. Brand identity and the design system are finalised; the website is under active development.
When Bakhtawar reached out, she had already begun groundwork — sourcing suppliers, logistics, and soft-launch trials through her influencer network. The gaps she needed help with were strategic and creative: what was missing in the UAE skincare space, how to design something affordable yet aspirational, and how to communicate trust and climate performance without over-promising on organic claims.
The challenge
Most international skincare formulas don't work in the GCC. Heat, humidity, and constant AC create oily yet dehydrated skin.
The approach
Authoritative yet conscious — minimal beige palette, clarity in digital UX, educational social storytelling.
The outcome
Complete brand foundation ready for 2026 soft launch — strategy, packaging, website system, and content templates.
Research & Discovery
I reviewed market reports, consumer reviews, and social conversations around GCC skincare brands, plus competitor analysis from The Ordinary to Shiffa Dubai.
To validate patterns, I went through hundreds of competitor reviews — texture, stickiness, and “melting under AC” gave real empathy for daily skincare frustration in the region.
Climate gap
International products fail under GCC stressors — heavy creams and sunscreens.
Market acceleration
2023 growth driven by digital-first, science-aware consumers.
Digital edge
Average UX ~3/5 — weak mobile optimisation and checkout friction.
Trust deficit
Millennials & Gen Z want ingredient transparency and validation.
GCC consumer survey (250+ respondents)
Who we're designing for
Fatima Al Marzooqi
20 · Student / Creator- Goals
- Quick, affordable, effective routine.
- Challenges
- Humidity-magnified oiliness and breakouts.
- How Shelly helps
- Lightweight serums, SPF 50+, authentic social content.
Ameera Al Sayed
28 · Influencer- Goals
- Ethically sourced, cruelty-free products.
- Challenges
- Mistrust of synthetics and plastic waste.
- How Shelly helps
- Ingredient Source Map UX and certified organic extracts.
Layla Khan
35 · Executive- Goals
- Correct hyperpigmentation and aging.
- Challenges
- Dehydration from AC and intense UV.
- How Shelly helps
- Vitamin C / Alpha Active serums, subscription UX.
Zaina Hakkam
25 · Student / Creator- Goals
- Non-irritating, simple routine.
- Challenges
- Irritation from extreme heat and dryness.
- How Shelly helps
- Hypoallergenic formulas and explicit “Free From” lists.
Where Shelly fits in
After mapping global and regional brands, most players either chased global standards with no climate relevance, or stayed too generic for how people in the GCC actually live.
Branding & Positioning
Shelly is a climate-smart skincare brand — transparency with scientific simplicity for extreme regional conditions.
Tone of voice
Authoritative, conscious, and empowering — balanced by warmth and humility. Rounded typography, clean systems, and soft neutrals inspired by coastal Dubai.
Authoritative
Confident knowledge without cold minimalism.
Conscious
Thoughtful choices and ingredient honesty.
Empowering
Inspiring confidence in real skin stories.
Design Execution
Brand identity, packaging (POC containers), digital experience, and social system — one cohesive monochromatic language.
Inside — authentic social content, warm photography, empowering tone. Out — minimalist UI, monochromatic palette, rigorous product-page clarity.
Logo Design
Shelly Skincare is a client brand led by Bakhtawar Chaudhry, a UAE skincare entrepreneur — not my own product. The name Shelly comes from Khowar, the language of Chitral — it means beautiful. I proposed the name to her: *Shelly Kumoru* (beautiful girl), *sheli mausam* (beautiful weather), *shelly zap* (beautiful dress). She loved it; I then shaped the wordmark, packaging, web, and social direction.
We chose a wordmark because the name already carries a soft, natural rhythm — no symbol needed when the word stands beautifully on its own.
A calm wordmark with a protective arc — the “happy arc” underline cues the Inside & Out philosophy: optimism, balance, and everyday renewal in a demanding climate. The arc is visual language only, not the etymology of the name.
Color
Natural, earthy hues communicate purity and eco-consciousness with high contrast for legibility.
Typography
Nexa for confident headlines; Poppins for relaxed, legible body copy across digital touchpoints.
Campaigns
Clean science and climate resilience — educational storytelling that converts without shouting.
Photography
Natural light, soft tones, and real textures — luxury and clinical efficacy without studio heaviness. Photography carries the “Inside & Out” story where text stays minimal.
Social Media
A modular system — awareness (inside), engagement (efficacy), and conversion (solution) — with platform-specific formats.
Sitemap
Clarity and conversion — education → exploration → purchase without friction.
Website Demo
The website is Shelly's digital home — calm, modern, and functional. Beige tones, generous white space, and minimal typography let content breathe. Built for influencer-led discovery and effortless credibility.
The prototype video captures homepage scrolls, product storytelling, and checkout — transitions kept deliberate to match Shelly's mindful pace.
Outcomes & Next Steps
At the end of two months, Shelly had:
- A defined brand strategy and market position
- Complete brand identity and packaging system
- Website design ready for development
- Launch-ready content strategy and design templates
The website is under build with a tentative soft-launch planned for early 2026.
Tools & Process
This project combined traditional and AI-assisted workflows.
- AI tools used
- Gemini (image concepts and story visuals), Midjourney (style exploration), ChatGPT (research structuring and copy refinement), Adobe Photoshop (post-production and compositing).
- Design tools
- Figma (design system and website layout), Adobe After Effects & Premiere Pro (motion and video prototypes), Google Meet (remote client collaboration).
Every AI-generated asset was refined and contextualised to maintain authenticity and creative control.