A DTC skincare brand targeting conscious premium consumers needed a market-defining identity, a Shopify storefront optimised for conversion and a launch campaign that could earn shelf space in premium retailers from day one.

Where most skincare brands promise transformation, Veldt promises simplicity, back to skin that works without being overwhelmed. Their USP is radical ingredient transparency paired with visual restraint that signals quality instantly.

The founders had genuinely good formulations but no visual language, no digital presence and no campaign strategy. The challenge was to build all three simultaneously; identity, web and campaign in a way that felt like a single creative decision rather than three separate projects bolted together.

I built Veldt from one clear idea: skincare should feel simple, considered and connected to the landscape it comes from. The South African Highveld became the visual reference point, influencing the earthy colour palette, restrained typography, natural textures and photography direction. From there I developed the identity, packaging and Shopify experience as one connected system rather than separate deliverables. The product pages prioritised ingredient transparency and clear information hierarchy while the launch campaign carried the same visual language into social content, email and paid advertising. This gave Veldt one recognisable identity from the first impression through to purchase.