---
title: Veil
tagline: Selected Project
description: Packaging and site design for a minimalist skincare line—clinical calm meets soft warmth, with a freelancer-led system from jar to checkout.
featured: true
order: 6

# Top visuals
heroImage: '/images/work/veil/cover.jpg'
coverImage: '/images/work/veil/cover.jpg'

# Header actions
liveUrl: https://example.com

# Meta cards
roleLabel: ROLE
roleValue: Freelance Brand & Web Designer
timelineLabel: TIMELINE
timelineValue: 4 weeks
servicesLabel: FOCUS
servicesValue: Beauty, D2C, Packaging

# Deliverables
deliverables:
  - Brand Architecture (Sub-Brand + Routine Steps)
  - Packaging System (Jar, Box, Travel)
  - Ingredient Story + Compliance Copy Tone
  - Shopify Product + Routine Pages
  - Photography Direction (Texture, Hand, Light)
  - Mini Guidelines PDF For Future SKUs

# Gallery
gallery:
  - '/images/work/veil/gallery-1.jpg'
  - '/images/work/veil/gallery-2.jpg'

# Two-column copy
challengeTitle: The Challenge
challengeBody: >
  **Veil** had formulas they loved and lab partners lined up, but the brand felt like
  “another beige skincare drop.” They needed a story about clarity and gentle
  coverage—without clinical coldness or faux wellness poetry.

solutionTitle: What I Did
solutionBody: >
  I defined **Veil** as light structure for skin: simple steps, honest ingredients, no
  fake science graphs. I designed a packaging system with generous whitespace, one serif
  for warmth, one sans for clarity, and color coding per step so the shelf reads calm
  and intentional. The Shopify build mirrors that—routine builder, ingredient glossary,
  and PDPs that don’t bury the “why this bottle.”
---

**Veil** is a minimalist skincare line: fewer products, clearer routines, ingredients you can actually read.

## My design philosophy here

Beauty shoppers bounce when **trust** wobbles. I pushed for ingredient-first copy, real texture photography, and packaging that feels expensive in hand—not loud on a grid post.

## What shipped

- Logo + monogram for caps and seals
- Primary packaging dielines + print specs
- Full Shopify theme direction (sections, type scale, product cards)
- Short brand PDF for their lab and fulfillment partners

## Outcome

Return rate dropped on the hero serum once PDP explained _how_ to layer it—same product, clearer story.

## Process notes

- Compliance read with their regulatory consultant (claims language)
- Two photo direction calls so macro shots feel human, not sterile
- Routine quiz wireframe—future phase, but IA is ready
