Creative Director, Brand Founder, and Product Formulator
For this project, I didn’t just create a visual identity — I built an entire brand experience from scratch. From handmade body scrubs to full campaign rollouts, I acted as the client, the strategist, and the creative director, building a sensory-led skincare brand with a clear, standout point of view.
THE CHALLENGE:
The bodycare aisle is crowded with two extremes — cold, clinical brands that feel soulless, or overly sweet fluff masking harsh ingredients. Caimile carves a new lane: skincare that’s indulgent and intentional.
Born from the frustration with toxic formulas and disconnected branding, Caimile blends real ingredients like cold-pressed oils, coffee, cocoa, and turmeric powders with rich textures and warm, inclusive storytelling.
This is skincare without synthetic fragrance, fillers, or corporate-speak — just nourishing, vegan, fragrance-free bodycare that feels like dessert for your skin.
With a tone of voice like a big sister and design rooted in softness and soul, Caimile is skincare that speaks your language — because your body deserves better.
Insights: Research That Shaped the Brand
Caimile was born from a clear gap in the skincare market: fragrance-free, vegan body care that still feels indulgent, rich, and joyful.
After analysing over 60 body scrub brands across Boots, Superdrug, Sephora, and Pinterest, one insight stood out — most products that claimed to be “clean” were still packed with perfumes, essential oils, and harsh actives.
Caimile flips the script, using real, skin-loving ingredients like raw cacao, coffee, turmeric, and banana powder to nourish naturally — no synthetic fragrance, no overpowering scents.
Designed for sensitive skin but made to feel like a treat, Caimile delivers luxurious textures, warm edible tones, and deep hydration — dessert for the skin, made with nothing but the good stuff.
Competitor Analysis
THE SOLUTION: Designing a Brand That Feels as Good as It Looks
Caimile is a soft rebellion against sterile skincare and sugary gimmicks. The brand blends dessert-inspired visuals with clean, minimal design — creating a sensory experience that feels warm, modern, and nourishing.
With rounded typography, a palette rooted in cocoa and turmeric, and pared-back confident labels, Caimile lets texture and storytelling take the lead. Every detail — from indulgent photography to a big-sister tone of voice — was designed to make skincare feel like a treat, not a task.
"“Skincare should feel like dessert — not another step on your to-do list.”"
LANDING PAGE DESIGN
“The landing page was designed to immediately immerse users in Caimile’s world. We lead with bold visuals, confident headlines, and a clear value prop (‘dessert for the skin’).”
CTA buttons, visual hierarchy, product highlights.
KEY INITIATIVES & RESULTS
Sensory-Driven Influencer Campaigns: Collaborated with micro and macro creators like @veganbrownting, @_queenmojo, @_thisisamina, and @naomi.native to promote our sensory, natural self-care ethos. Content focused on ASMR textures and real ingredient highlights (coffee, cocoa) across Instagram and TikTok.
Immersive Retail Experience: Launched a pop-up at Oxford Circus with @sookspaces and @aya.aromas offering customers a hands-on experience that brought our luxurious, fragrance-free formulas to life.
Major Collaborations: Partnered with Latest in Beauty to feature Caimile in exclusive subscription boxes, expanding reach and credibility among beauty consumers.
Sustainability Commitment: Switched to recyclable aluminium packaging and vegan-friendly recycled labels to align with eco-conscious values without compromising on visual appeal.
Editorial & Media Recognition: Our bold visuals and ingredient-first storytelling earned features in leading beauty publications, positioning Caimile as a standout in natural skincare.
RESULTS
+40% increase in social engagement driven by a warm, relatable tone of voice and sensory storytelling.
Pop-up sales boost and stronger in-person brand connection through immersive experiences.
Successful collaborations with trusted beauty platforms and content creators
Consumer praise for quality, texture, and indulgent feel — “like dessert for your skin”
Caimile redefined skincare with a blend of clean ingredients, indulgent visuals, and a voice that feels like your big sister — proving beauty can be both kind and effective.
Caimile redefined skincare with a blend of clean ingredients, indulgent visuals, and a voice that feels like your big sister — proving beauty can be both kind and effective.
End-to-End Leadership
As the founder and designer of Caimile Organics, I led every part of the brand journey — from product formulation and ingredient sourcing to packaging, copywriting, and creative direction.
Formulated and handmade every scrub using high-quality oils, butters, and natural exfoliants
Designed and applied packaging by hand, coordinating supplier logistics
Created the brand identity, tone of voice, and visual system
Managed product testing, feedback loops, and audience research
Led marketing execution across web, email, social, and pop-up retail
WELCOME EMAIL DESIGN
SOCIAL MEDIA DESIGN
The social strategy focused on sensory storytelling — spotlighting indulgent textures, playful captions, and real ingredient visuals to connect with skincare lovers across Instagram and TikTok. Every post was crafted to be scroll-stopping and shareable.
LABEL DESIGN
Each label was designed to balance indulgence with clarity — wrapping real ingredients in playful, food-inspired storytelling.
Designed by Daniela Ghansah — UK-based brand designer.
