Mohamed Gamal
The scarlet Lovie body wash standing in a pool of foam against a deep pink ground, water droplets on the bottle.

LOVIE Case study —Senior brand design & art direction: the visualworld of a premium skincare brand, concept to market.

Dr. Samar owns the science and the business. Everything you see is my design.

THE PROBLEM.

01 · The gap in the market

The gap was commercial: prestige-grade craft with a real skin-science story, made locally, priced in pounds.

Fragrance is emotional; skincare is rational. Lovie holds both — scent like perfume, claims like dermatology.

[ The price ladder ]

The imports

Bath & Body Works · Victoria’s Secret

Hard currency, art-directed for someone else.

The opening

LOVIE

Accessible premium in pounds. Nobody local invests in art direction at this rung.

The locals

The accessible tier

Price and availability — no craft, no identity.

THE STRATEGY.

02 · Decisions before design

  • The customer

    Egyptian, 16–35: discovers on TikTok, buys on her phone, gifts heavily.

  • The behaviour

    Scent drives repurchase; proof justifies the price.

[ The revenue architecture ]

01

Wash

Cleanse and exfoliate — AHA.

02

Lotion

Seal and hydrate — ceramides.

03

Perfume

Scent that lasts the day.

The second and third product ride the first purchase.

[ Three worlds, not three products ]

Every future product drops into an existing world — scale without fragmenting.

  • The AmbryLov scent-world icon: a tree inside a violet circle.

    AmbryLov

    Violet

    The woody-amber world — confident, sensual.

  • The Lovilla scent-world icon: a pinwheel flower inside a peach circle.

    Lovilla

    Orange

    The soft floral world — warm, approachable.

  • The Sweetylov scent-world icon: a wrapped sweet inside a red circle.

    Sweetylov

    Red

    The candy world — bold, playful.

[ The benchmark — other brands’ work ]

The bar: the prestige tier she already scrolls — Rhode, Nécessaire, Ouai.

THE SYSTEM.

03 · An identity strangers can run

An operating standard — run without the designer in the room.

[ The mark — the anatomy ]

The final Lovie wordmark — a pink fashion-grade serif with an o/v ligature and an accented é.

  • Why it survived

    Legible at label size, ownable in a sans-serif feed, neutral above three worlds.

  • Why it scales

    Primary, secondary, monogram — one page decides which appears where.

  • Why it fits premium

    Two owned details — the ligature and the é — signal prestige without borrowing.

[ The mark, at work ]
Close crop of the Lovie wordmark on the red body perfume label, covered in water droplets.
Close crop of the printed crimson Lovie card, the wordmark reversed in white over the heart motif.
Close crop of the Lovie wordmark on the orange wash and lotion bottles in a campaign photograph.

On the label. On the print. In the campaign.

[ The exploration ]
Three trial versions of the Lovie wordmark side by side, each with a different o/v ligature.

Rejected work is a cost, not a trophy.

[ The rulebook ]
Spread from the Lovie brand guidelines: the logo mis-use page, six crossed-out wrong treatments of the mark.
Spread from the Lovie brand guidelines: the logo system — primary lockup, secondary mark, and the reasoning beside them.
Spread from the Lovie brand guidelines: the colour usage ratio — 50, 30, 20 and 10 percent bars.
Spread from the Lovie brand guidelines: the typography system — main headlines, subheads and body, each with its face and rules.

Forty pages so the brand survives its designer.

Lovie sticker art: a pharaoh in heart-shaped glasses, drawn in hot pink and yellow.

The local voice is the moat — no import can copy it.

THE OBJECT.

04 · Strategy, manufactured

The colour is the label. One construction serves the whole range.

[ Drawing → tooling → object ]

The emboss artwork drawn for the Lovie cap mold: a hexagonal badge holding the monogram and wordmark.
White bottle cap embossed with the Lovie monogram badge.
Once cut, every unit carries the mark at zero marginal cost.
[ The unglamorous layer ]
Back-label artwork for the Lovie body lotion: ingredients, usage and warnings set in English and Arabic on the salmon ground.

Bilingual, set and print-checked in-house.

Built for the gifting economy — an unboxing worth filming is unpaid media.

Flat artwork of the Lovie box outer: crimson with a tonal heart motif.
Two printed Lovie thank-you cards photographed with dried wheat stems.
“You’re not just opening a box, it’s a moment made especially for you.”
A printed red Sweetylov body wash standing on a car roof in a Cairo street, its front label facing the camera.

Cairo daylight — printed, filled, real.

THE EXECUTION.

05 · Production, not one-offs

The clear bottle lit so its liquid glows, on a ground tuned to its line colour.

01One soft key at 30–45°; the single shadow is part of the composition.

02Light the liquid — a soft kick from behind makes the colour the hero.

03Glossy, not flat — wet reads as premium.

Orange Lovie body perfume bottle beaded with water droplets against a white ground.
Rules 01–03, executed.

04Never pure white, never cold grey. Shoot warm.

Hand spraying Lovie body perfume, the mist caught mid-air against a hard shadow.
The action and the shadow.

New SKUs enter the store matching the frames that sold the old ones.

Spread from the Lovie brand guidelines: the photography style page, a grid of tonal reference frames.

[ The ad system ]

Twelve formats, thirty-six variations. 110 briefed ads before spend.

Lovie advertisement in Arabic: the orange wash and lotion on terracotta tile beside a folded towel, with four benefit lines.
The three Lovie body perfumes standing in beach sand under the title Summer Trio.
Lovie social post: two hands holding the body lotion and body wash against an orange brick wall, benefit pills beneath.

One template, three worlds — swap colour and accords.

[ The production documents ]
Opening screen of the Lovie creative bible: an eighteen-section contents sidebar and the campaign thesis.
Contents page of the Lovie creator cheat sheet document.
Spread from the Lovie launch campaign deck: the creator voice brief, written in Arabic.

Briefed, documented, delegable.

THE MARKET.

06 · Where brand meets revenue

Arabic first, pounds, cash on delivery — how Egypt buys.

The live Lovie store: the Sweetylov body wash product page with benefits, ingredients and the Lovie standard section.

[ The offer ladder — every rung has a job ]

  1. Entry

    Body Routine — EGP 699

    “Just let me try it” traffic — never the hero.

  2. Hero

    The Double Routine — EGP 999

    Every ad lands here — the order value that makes cash-on-delivery survivable.

  3. Discovery

    Signature Collection — EGP 749

    Three worlds in one box — for the scent-hesitant.

  4. Upsell

    Add the mist — in cart

    Lifts the order without touching the hero.

Bundle economics, not discounts.

The live Lovie store on mobile: the Lovilla routine set page in Arabic, wash and lotion in the gallery with a thumbnail carousel.
The layering logic, deployed.
The live Lovie store: the complete-routine product page in Arabic, with customer reviews.
Real customer reviews — the only outcome this page quotes.

[ The angle matrix ]

  • The one moment that’s yours

    The me-time ritual — the brand hero.

  • Skin-science proof

    The conversion workhorse.

  • The price reframe

    Cost per shower, not price per bottle — the objection killer.

  • Three scent worlds

    Separate entries — the segmentation engine.

[ The launch media plan ]
Header of the Lovie Meta test plan document: “$5,000 buys 6 answers, not 12 guesses”, with budget-per-ad tiles beneath.

Six ads funded to a real answer — kill rules before the first pound.

The operational layer stays off this page — it carries live business numbers.

THE BRAND LIVED.

07 · The finished work, at full scale

The red Sweetylov body perfume standing in raking sunlight against a pale wall.
The light language, executed.
[ The gift sets ]
The orange Lovilla gift set: body wash, lotion, perfume and a ribboned candle standing in steam on a warm ground.
The violet AmbryLov gift set: wash, lotion, perfume and a ribboned candle in steam on a lilac ground.
The scarlet Sweetylov gift set: wash, lotion, perfume and a ribboned candle in steam on a crimson ground.

Built for the occasions the strategy named.

[ The store catalogue ]
Ecommerce catalogue photograph: the Lovilla body wash shown front and back on a white ground.
Ecommerce catalogue photograph: the violet Lovie body lotion on a white ground.
Ecommerce catalogue photograph: the red Sweetylov body lotion on a white ground.
Ecommerce catalogue photograph: the orange Lovilla body perfume mist on a white ground.

The shelf reads as one brand.

The orange Lovilla body wash and body lotion standing together on a warm seamless background.
Lovilla.
The violet AmbryLov body wash and body lotion in hard sunlight with a long shadow.
AmbryLov — same construction, another world.
The scarlet Lovie body perfume covered in water droplets under hard directional light.
The scarlet Lovie body wash standing in foam on a white ground.
The violet Lovie body perfume covered in water droplets, lying at an angle in hard light.
The peach Lovilla body wash standing on a stone pedestal in warm light.

THE CAMPAIGN.

08 · Two frames, twenty-four assets

No shoot was booked. Two phone frames of the first printed bottles — a car roof, a Cairo street, the ingredients side out — are the source of every asset below. The bottle was re-lit, re-placed and re-staged from those two frames alone.

[ The source — two phone frames ]
A printed pink Lovie body lotion bottle, ingredients side out, standing on a white car roof in a Cairo street.
The lotion. Ingredients out.
A printed red Lovie body wash bottle, Arabic back label out, standing on a white car roof in a Cairo street.
The wash. Arabic label out.

Out of the studio entirely. Everything below starts here.

[ The 48-hour offer ]
Wide Arabic offer static: the violet AmbryLov routine on a red-tiled bathroom sink beside a woman in a knit sweater, the 48-hour price in white.
Wide Arabic offer static: the three red Sweetylov bottles laid flat with sunglasses, a plant and a woven bag on a coral ground.
Wide Arabic offer static: the three red Sweetylov bottles on a coral tiled shelf, a hand reaching for the perfume.
Wide Arabic offer static: the three violet AmbryLov bottles on a coral tiled shelf, water on the surface.

One offer, four rooms.

[ The 48-hour offer — the feed ]
Portrait Arabic offer static: the three red Sweetylov bottles on a coral ground with the routine benefits listed beside them.
Portrait Arabic offer static: the three violet AmbryLov bottles against a crimson wall, a hand resting on the body wash.
Portrait Arabic offer static: the three violet AmbryLov bottles on a coral ground with the routine benefits listed beside them.
Portrait Arabic static headlined as the first Egyptian body-care routine: a hand lifting the red Sweetylov lotion from the trio on a coral ground.
Portrait Arabic static on white: a list of skin complaints on one side, the orange Lovilla trio as the answer on the other, the offer price below.
Portrait static headlined Get your offer now: the open Lovie gift box holding the red trio on rumpled bed linen.

Three worlds, one template — the creative system at work.

[ Before and after ]
Square before-and-after static in violet: an arm shown rough then smooth, the AmbryLov trio in front.
Square before-and-after static in orange: a shoulder shown blemished then clear, the Lovilla trio in front.
Square before-and-after static in orange: two hands shown dry then smooth, the Lovilla trio in front.
Square before-and-after static in red: knees shown dark then even, the Sweetylov trio in front.

The claim, shown.

[ The three worlds, re-lit ]
The red Sweetylov body perfume, body wash and body lotion standing together on a white ground.
The orange Lovilla body wash, body lotion and body perfume standing together on a white ground.
The violet AmbryLov body lotion, body wash and body perfume standing together on a white ground.

One construction, three colourways — from the same two frames.

[ The product claims ]
Portrait Arabic static: a woman applying the violet AmbryLov lotion to her shoulder, four benefits listed beside the bottle.
Portrait static: hands on a dressing table beside the red trio, tagged urea-powered hydration, soft skin texture and gentle exfoliation.
Portrait static: a woman holding up the violet AmbryLov body perfume, the line Ours lasts 3x than the normal beside it.
Portrait static: a hand holding the red Sweetylov body wash against a sunset sky, headlined 3 in 1 body wash.

Each claim, its own frame.

[ The feed ]
Portrait static: two hands holding the violet, red and orange body perfumes, headlined Order yours today with the store address.
Portrait static: a woman lying on a bed holding the red Sweetylov perfume, the wash and lotion beside oranges, cinnamon and blossom.
Tall Arabic story static: the violet AmbryLov trio among berries and ice cubes, the summer offer price above.

Order, ritual, season — the calendar, covered.

SAUDI ARABIA.

09 · The second market

The brand crossed a border. LoVié keeps the architecture — three scent worlds, one register — and reshoots the world itself: sadu weave, velvet and brass, priced in riyals, campaigned on National Day.

Three red SweetyLov bottles on a green velvet plinth draped with a pink sadu-pattern runner, dates and a small brass burner beside them.
SweetyLov — dates, brass, hard light.
[ The three worlds, carried over ]
The violet AmbryLov line — body wash, body cream and body perfume — standing together on a white studio ground.
The pink Lovilla line — body cream, body wash and body perfume — standing together on a white studio ground.
The red SweetyLov line — body wash, body cream and body perfume — standing together on a white studio ground.

AmbryLov · Lovilla · SweetyLov — the same architecture, restated Arabic-first.

The pink Lovilla trio on stone pedestals, a green sadu ribbon weaving between the bottles against a cream ground.
Lovilla, staged on the weave.
The red SweetyLov trio standing on a dark green velvet plinth against a wall of sadu textiles.
The campaign still.
LoVié National Day social static: the violet AmbryLov trio under Arabic cash-back offer copy, priced in riyals.
National Day, feed scale — Arabic first.
A pink LoVié box open on green sadu-print tissue, three violet AmbryLov bottles nested inside, a welcome line printed in the lid.
The box opens on the pattern.
The red SweetyLov trio standing on a green plinth before deep crimson velvet curtains, a sadu runner at its foot.
The third ground — crimson.

Designed end to end.By one designer.

[ Lovie is early — this ledger is what exists. Nothing invented. ]

[ The ledger — everything delivered ]

  • 01

    Identity

    Wordmark, monogram, badge, three worlds — a 40-page rulebook.

  • 02

    Packaging

    Bottles, labels, compliance decks, embossed tooling, the gift box.

  • 03

    Photography

    A four-rule light language and the frames that obey it.

  • 04

    Ecommerce

    Bilingual Shopify — pages built around the fold, bundles around the routine.

  • 05

    Creative system

    Twelve formats, thirty-six variations, one template per world.

  • 06

    Documentation

    Guidelines, creative bible, cheat sheet, campaign deck.

  • 07

    Launch assets

    110 briefed ads — ready before spend.

  • 08

    Production

    Print-ready artwork, mold drawings, pre-press.

  • 09

    Growth foundation

    Offer ladder, angle matrix, media plan with kill rules — written before launch.

The science and the business are Dr. Samar’s. The design direction is mine: positioning, identity, packaging, imagery, store, growth creative — concept through production.