Lilah

The opportunity Personality

Create a premium skincare concept that combines expressive beauty Ethereal. Refined. Warm. Imaginative.

branding with a low-pressure approach to daily self-care.

Expressed through soft cloud imagery, sculptural lettering, tactile

surfaces and restrained celestial details.

Proposed audience

People drawn to atmospheric beauty design who want a clear,

Project scope

approachable routine. This is a target-audience hypothesis, not a research

finding.

Brand positioning; visual direction; wordmark and monogram

explorations; color system; packaging mockups; campaign language; app

icon variants; three mobile screens.

Brand promise

Make an everyday skincare moment feel considered, personal and

welcoming. The emotional message supports self-care without promising a

mental health outcome.

Success criteria

A recognizable system across formats; readable product information;

simple navigation; consistent assets; an explanation for each design

choice.

The brief evolved toward clouds, orbital light and galactic color. Earlier directions are shown for process transparency.

01 / Initial exploration 02 / Selected direction

Soft lavender, floral references and tactile cream textures established a gentle Cloud horizons, pearlescent light and a more sculptural wordmark created a

beauty language. stronger match for the desired dreamlike world.

Design decision: replace botanical motifs with a restrained orbital arc and cloud horizon; retain warmth and product clarity.

AI-generated reference compositions exploring atmosphere, materials, typography and packaging.

CLOUD VEIL / PRIMARY ORBITAL DUSK / CAMPAIGN PEARL AURA / MATERIAL

#F7F3F2 #D8CBE9 #A8ACD2 #32243F #F4F0F7 #B8A3D1 #777CBA #2D203D #FAF7F2 #E7D8E6 #C7B6DC #46334F

Everyday digital surfaces, core identity and Twilight campaign imagery and evening ritual Packaging, tactile closeups and editorial imagery.

navigation. Light backgrounds support clear concepts. Greater depth creates a distinct Warm pearl balances the cooler galactic tones.

content; dark ink anchors the interface. atmosphere while preserving the lavender family.

Proposed allocation Accessibility principle

Approximately 60% pearl backgrounds, 25% lavender surfaces, 10% dark ink and 5% periwinkle or metallic Use solid dark text on light surfaces. Test actual

accents. Adjust to the content rather than enforcing a fixed formula. color pairings and interaction states before

implementation; this concept has not been

accessibility-audited.

Primary wordmark

Lowercase editorial serif lettering with curved terminals and high

stroke contrast communicates refinement. Custom-looking AI

lettering remains a concept until rebuilt and optically corrected in

vector.

Supporting monogram

An interlocking l + h creates a compact signature for icons and

labels. Fix one master drawing: small differences remain between

AI-generated mockups.

System to finalize

Primary and reversed wordmarks; simplified small-size mark;

clear-space rules; minimum sizes; one-color artwork; consistent

placement and export files.

Frosted glass

Diffused lavender surfaces soften the silhouette

and echo the atmosphere of the campaign.

Brushed metal

Flat silver caps provide a crisp architectural

contrast to soft clouds and cream textures.

Embossed orbit

A subtle arc connects the carton to the celestial

visual language without overwhelming product

information.

Production note: these are illustrative mockups. Formulas, efficacy statements, required label content, packaging specifications and manufacturing feasibility have

not been developed or verified.

Visual mockups of a proposed experience, not an implemented app or completed usability study.

01 / Discover 02 / Understand 03 / Follow a ritual

A campaign image introduces the brand. A clear Product detail brings imagery, descriptive A simple sequence organizes an evening routine.

primary action leads to skincare; navigation content, quantity controls and an Add to bag Skip for now preserves choice. No compulsory

remains visible and predictable. action into a consistent structure. Ingredient and mood check-in, streak penalty or pressure to

use sections should be easy to find. complete a routine.

Icon selection Typography and components

Preferred: Midnight, white monogram on dark violet. Alternate: Lilah, dark Reserve the expressive serif for short headings. Use a readable sans serif

monogram on pale lavender. Pearl is useful in light contexts. Aura and Orbit for body text, labels and controls. Build reusable buttons, cards,

remain exploratory. navigation and states in Figma.

Next validation: test monogram recognition at small sizes, text scaling, contrast, focus states, touch targets, product discovery and adding a product to the bag.

Decorative display typography in these mockups still needs readability refinement.

Existing market signals Our design hypothesis

Purple and lavender already appear in beauty, including Florence by Mills. The proposed distinction is the combination: cloud horizons, a restrained

Beauty brands also connect with mental health: Rare Beauty has an orbital motif, sculptural lettering, frosted materials and an experience

established Rare Impact initiative. Lilah should not claim to be first on designed around optional, low-pressure rituals.

either basis. [1, 2]

Why choose lavender? A credible wellbeing connection

For this concept, lavender bridges the desired dreamlike atmosphere and Express the idea through considerate copy and product experience. Any

premium beauty presentation. Pearl adds warmth; periwinkle adds a cool future educational resources, professional partnerships or social-impact

celestial accent; deep violet gives structure. These are creative commitments must be real and clearly documented before being

interpretations, not proof of a universal psychological response. advertised.

Positioning territory: premium, celestial skincare with a considerate self-care experience. This is a concept hypothesis based on selected references, not a

comprehensive market study or proof of exclusivity.

Campaign sequence

A moment of care,

DISCOVER / Cloud-led hero imagery introduces the world.

EXPLORE / Product photography and clear information explain the

without the pressure.

range.

RETURN / Optional ritual content invites repeat engagement without

guilt.

Voice principles

Warm, direct, inviting and clear. Short sentences. Optional invitations.

Product information stays factual and easy to understand.

Mental health boundary

Position skincare as personal care. Do not frame a product, palette or

app as treating anxiety, depression or another mental health condition.

Proposed campaign lines Product claims shown in imagery are illustrative and require

substantiation before commercial use.

Somewhere softer.

Make room for softness.

A moment of care, at your pace.

Your ritual. Your rhythm.

01 / Resolve identity

Rebuild wordmark and monogram as vectors; correct letterforms; select licensed supporting fonts; test

one-color and small-format use.

02 / Build the UI kit

Create Figma color styles, text styles, spacing rules, Auto Layout components and responsive layouts. Add

loading, error, empty and selected states.

03 / Prototype and test

Connect discovery, product selection and bag flows. Observe people completing tasks; document actual

findings and revise the design.

04 / Prepare delivery

Develop export assets, component documentation and brand guidelines. Validate packaging requirements

and product copy before production.

Project credits Project status

cosmetics company. No user research, clinical testing, sales results or

Developed through iterative AI-assisted visual exploration: moodboards, production-ready vector identity is claimed. Mockups may contain small

identity variants, packaging imagery and conceptual app screens. The inconsistencies that need manual correction.

designer selected the direction, requested refinements and shaped the

visual system.

Selected primary references / accessed October 28, 2026

[1] Florence by Mills Beauty / official site

https://florencebymillsbeauty.com/

[2] Rare Beauty / Rare Impact

https://www.rarebeauty.com/pages/rare-impact

Reference purpose: illustrate existing use of purple in beauty and an existing mental health initiative. These sources do not establish consumer preference for Lilah, clinical

benefits or trademark availability.

One website and one iPhone app: discovery, product, bag, a four-step demo checkout and a nightly check-in.

What exists now. Home, shop, eight product pages, a ritual check-in, saved, account, story and help, a bag drawer and a four-step demo checkout.

Identity applied. Vector wordmark and lh monogram on a quiet pearl canvas. Square buttons and spaced capitals let the products lead.

One catalog. The same products, prices and rules on web and iPhone: travel sizes, a refill pod, two sets and free shipping over $75.

Where it lives. Inside the SERÁ portfolio link, next to this case study. On iPhone the store opens as the Lilah app.

The home page opens on the same logo intro as the iPhone app, on a quiet pearl page. Motion is reserved for the logo.

Icon · Wordmark · Tagline · Pearl sheen

Icon. The lavender app icon arrives out of focus and a light sweep crosses it, exactly as on iPhone.

Wordmark. The wordmark is revealed left to right with a soft halo, the way the letters were drawn.

Tagline. SOMEWHERE SOFTER tracks in under the mark. The copy and actions are already there, nothing else moves.

Pearl sheen. A lavender-pearl sheen crosses the letters. The same sheen answers hover on the header and footer logo.

Respectful by default. It never blocks the page or needs a skip button, runs in under four seconds and switches off when the device asks for reduced motion.

Sharp on any screen. The sheen is masked to the vector wordmark, so the logo stays crisp on large or retina displays. No glossy campaign images behind it.

Shop · organized by step · Product · Softening Cream · Nightly check-in

Categories on top. A typographic bar on every page: New, Bestsellers, Cleanse, Treat, Moisturize, Eyes, Lips, Sets. Clean tiles with an outline Add to bag under every product.

Product page. One clean packshot with zoom, sizes including travel and refill, quantity and a six-step map. How to use, feel and shipping sit in accordions.

Nightly check-in. Pick a mood and Lilah suggests tonight's ritual with minutes and one-tap add. Breathing is suggested when you are wound up.

Ingredients and claims remain undeveloped, as stated in the original study. Prices are illustrative.

Bag drawer · Checkout · delivery · Demo order confirmed

Honest progress. A free-shipping meter in plain words. Three different steps take 10% off automatically, two free minis are chosen in the bag, and codes never stack.

Four clear steps. Shipping with express buttons, Delivery with real dates and gift wrap, Payment, then Review with Edit links. Puerto Rico IVU comes from the ZIP.

Demo boundary. No card fields and no payment. The page says so before the first field, and the confirmation repeats that nothing will ship.

One system. Plum ink, lavender and pearl, square buttons and spaced capitals on both. The bag, saved items and ritual are shared between web and app.

iPhone opens the app. Every store link maps to the matching app screen. Add to Home Screen installs it with the Lilah icon, full screen, like a native app.

Status. Independent portfolio concept. No real orders, payments or user data.