01New
02
03
04
05
06
Cut
retired the laughing film
The first homepage film showed a model laughing in a towel. It felt staged, so I replaced it with a POV walk carrying iced matcha and the routine. Same products, a real moment.
Case study 01 · Skincare · Concept to launch
Dew skincare · A brand world by Brittnie Storm
glass skin, served cold.
I built Dew from the first mark: the identity, the packaging look, every photo and film, a custom Shopify world and a 100 post social library. 1 cool, playful system where everything looks like it came from the same morning.
the long weekend, packed light.
The homepage film
01 · The brief
make simple skincare feel like a ritual.
Skincare shoppers scroll past a hundred clean white bottles a day. Dew needed to look calm enough to trust and playful enough to remember, with a store that sells a 5 step routine instead of 5 separate bottles.
The customerRoutine lovers who shop by feel and save what looks good on their feed
The challengeStand out in a crowded category without loud color or hype
The goalA brand and store that sell the full routine, from first visit to refill
a cool mist morning, shot on a phone.
hands over faces
Real routines are about hands: carrying, pouring, scooping, lathering. Every photo follows the product through a moment instead of posing a model.
calm color, playful form
Mist grey and sage keep it soothing. Chunky lowercase type and product stickers that press, wiggle and link bring the fun.
candid, never staged
Slow handheld motion, real light, no zooms. It reads like something a friend posted, which is exactly where this customer shops.
03 · The system
mist, milk and sage.
Aa
TypeUnbounded 800 for wide, friendly lowercase headlinesArchivo for clean, quiet body and labelsPackaging: matte cream vessels, sage caps and a debossed bubbly DeW on every product
Mist#EEECE8
Panel#E4E1DB
Milk#F9F7F3
Mint#C6E6D8
Cap sage#A6BFB2
Leaf#6F8B7D
Stone#5B5650
Espresso#39352F
Foam
Gel
Cream
Milk04 · The signature
every product, a sticker.
I cut the whole line into thick white bordered stickers. On the site they press down like real stickers, wiggle on hover and link straight to the product.
peel, stick, add to bag.
05 · The imagery
shot like a feed.
Editorial
Editorial
06 · The store
a custom shopify world.
24 page templates, each built for Dew, with a routine finder, a build your routine tray, a social feed that slides in after the footer and an order bump in the bag.
07 · In motion
films that feel real.
Dewy
Bouncy
Glassy
Fridge
Mirror
08 · The feed
dew in the wild.
A feed that reads as 1 brand, plus a 100 post Canva template library so the brand stays consistent after launch.
a studio's output, directed by 1.
Every image and film was made with AI under a strict creative brief. The craft is in the direction: the references, the rules, and the edit that throws out anything that looks generated.
01
reference board
A Pinterest board of candid moments: products carried with iced drinks, tucked in a robe, lather close ups.
02
locked products
A studio reference for every product, so vessels, caps and labels stay exact in every scene.
03
generate with rules
Higgsfield for stills and films, briefed through Claude: hands over faces, slow handheld motion, no zooms.
04
frame by frame qa
Every clip checked at the start, middle and end for product accuracy before it ships.
The locked studio reference
An editorial scene
A candid lifestyle moment
10 · The calls I made
taste is in the edit.
Balance
stickers, then photos
The stickers became the signature, then the homepage had too many. I set a rhythm: stickers in the hero, photos on the shelf, stickers again in the name cards. The signature stays special.
Sell the routine
build your routine tray
Tapped products drop into a tray, a meter fills toward 4 and the savings tier lights up. Shoppers build the full ritual themselves instead of buying 1 bottle.
24custom page templates
9products, matched exactly in every image
10films and loops
100social templates
The takeaway
a signature only works when it has room to breathe.
Dew shows the whole way I work: 1 clear idea, rules that protect it, and AI production directed tightly enough that every piece still feels like the same calm morning.
