01 — Oil & blemish balance
SEBUNAYA
Fresh · balanced · clarifying
Eucalyptus slate and water: gentle balance and freshness, deliberately softer and greener than a harsh clarifying cue.
For brands 01 — Case study · Creative direction, identity & packaging
SKINAYA
A dermocosmetic brand built from one belief: effective care begins with understanding what skin does not always reveal.
01
Creative direction
SKINAYA does not pursue artificial perfection. It starts with what skin does not show on the surface, and turns that unseen need into purposeful care.
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01 — The brief
A complete brand, from zero
A name architecture for five skin concerns, an identity, and packaging for seventeen products that had to read clinical and calm at once on a pharmacy shelf, in French and English.
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02 — The idea
Care begins with understanding
Everything is drawn from one gesture: something hidden becoming understood. It shapes the icon, cut from the space inside a letter; the colour of each formula, chosen for what it does; and the way the products are lit.
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03 — The direction
Two registers of light
Unseen: obsidian dark and a single blade of light, the product half revealed. Understood: ice-mist clarity, real skin, real textures and the botanicals named in the formulas. Every image belongs to one of the two.
02
The idea, drawn
The letter S
Where it comes from
The icon is extracted from the negative space inside the letter S of the wordmark. The two channels that hold the S open become two equal bars: an unseen form made visible.
What it means
Primarily, the skin’s hidden needs becoming understood. Secondarily, its two complementary sides — skin and care — brought together in balance.
How it works
One form, repeated with purpose: repetition creates rhythm, spacing creates balance. The bars sit in the top corner of every carton and label and take the colour of each formula. Two official lock-ups keep the identity clear: vertical for covers and central compositions, horizontal for packaging panels, headers and narrow layouts.
03
The brand world
Unseen / Understood
In the brand presentation the product world first appears as a concealed silhouette: light defines the form while the details stay unseen. The campaign stays in SKINAYA’s own blues — midnight navy, dusty sky, ice mist — and moves between two registers: the form half revealed by one blade of light, and the product fully understood, every word on the pack readable.
Botanicals, named honestly
Next to the clinical actives on every pack, the formulas carry plant ingredients. They are shown the way they are felt — as the texture of each formula: foam, cream, a single drop — never as decoration.
- Centella asiatica
- Aloe vera
- Witch hazel
- Licorice root
- Rosemary
- Sage
- Watercress
- Damask rose water
- Shea butter
04
Colour
One form carries every colour
The primary colours express calm, trust, clarity and modern confidence. The secondary colours bring freshness, balance and natural vitality. Each one is shown the way the brand uses it: inside the icon, its two sides meeting.
Primary
Obsidian Black#060F13
Midnight Navy#021422
Dusty Sky Blue#99B6CC
Ice Mist Blue#E5F6FE
Secondary
Deep Botanical#0D1E02
Soft Sage#ABCC9E
Mint Veil#E9F9DE
Seventeen shades, five families
Every product has its own shade, chosen for what the formula does, and every shade belongs to its line’s family: teal for oil balance, smoky violet for tone, clear blues for hydration, iris for renewal, mineral rose for sensitive skin. Sun care in SEBUNAYA and HYDRANAYA warms toward copper. Scroll through the lines; point at a product to read why.
05
Typography
Two voices
A neutral voice that informs, and one expressive voice that names. Neither competes with the wordmark.
AileronInformation · Sora Sagano · neo-grotesque · 8 weights
Care begins with understanding.
- Thin
- UltraLight
- Light
- Regular
- SemiBold
- Bold
- Heavy
- Black
Chosen for its clean structure, readability and range of weights. Its neutral character balances the distinctive wordmark without competing with it, across print, packaging and digital.
Diaa Studio HorizonNames · Drawn by Diaa Studio · 9 weights × 4 widths
- SEBUNAYA
- MELANAYA
- HYDRANAYA
- REVINAYA
- SENSINAYA
Used only for product names, headlines and key claims. Its extended proportions and futuristic geometry give the names a character between scientific credibility and contemporary beauty. The widths above run from regular to expanded and settle on the one used on pack.
On packNiacinamide Focus Serum, front label copy
SEBUNAYALine name — Aileron, tracked capitals
NIACINAMIDE FOCUS SERUMProduct name — Diaa Studio Horizon, bold over light
Sérum équilibrant au niacinamide
Niacinamide balancing serumDescriptor, French over English — Aileron
Niacinamide balancing serumDescriptor, French over English — Aileron
NIACINAMIDE · ZINC PCAHero actives, named on the front — Aileron
06
Five lines, five feelings
One form, five needs
Every pack shares one architecture: the line name top left, the icon top right, the product name in Diaa Studio Horizon, the bilingual French–English panel, the hero actives named on the front and the wordmark at the base. Only the colour and the actives change — so each line is given its own light, its own surface and its own feeling, inside one campaign.
02 — Dark spots & even tone
MELANAYA
Precise · luminous · corrective
Smoky violet that moves from concentrated correction to visible luminosity — a precise signal for even tone, without whitening clichés.
03 — Hydration & barrier comfort
HYDRANAYA
Water · cushion · sun
Clear blues for water and barrier comfort; sun care warms toward a light solar copper.
04 — Renewal & visible age-support
REVINAYA
Refined · sophisticated · night renewal
Iris and mauve for precision and advanced care, giving the peptide, glycolic and retinol formulas an elevated character without visual excess.
05 — Sensitive, blemish-prone skin
SENSINAYA
Calm · gentle · skin-respectful
Mineral rose: emotional comfort with dermocosmetic seriousness, calmer than the oil-control teal family.
Decisions
- Ingredients named on the front, not hidden in the INCI.
- A blind-debossed outline of the pack on every carton, in place of a product photograph.
- The wordmark blind-debossed into board, so the identity becomes part of the material.
- Sun care in SEBUNAYA and HYDRANAYA warms toward copper, so protection reads at a glance.
Credits
Creative direction, brand strategy, identity and packaging: Diaa Shehab, at SARLABS.
Campaign images art-directed by Diaa Studio.
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