Kelly Anne HowardDigital Designs

CORPORATE WORK / B2C

Avela

Calm. Cushion. Glow.

Daily Dew Gel Cream

THE IDEA

Your calm, daily ritual.

Avela is a skincare concept built around calm hydration, barrier support as a product-positioning idea and an easy daily ritual.

The creative needs to make skincare feel approachable without losing a considered, premium character. The idea focuses on a simple daily ritual rather than complicated routines or dramatic promises.

Avela Daily Dew Gel Cream jar and botanical packaging beside flowers and water.
Avela Daily Dew Gel Cream jar and botanical packaging beside flowers and water.
A woman touches her cheek beside an Avela cream jar in a sunlit skincare concept ad.
A woman touches her cheek beside an Avela cream jar in a sunlit skincare concept ad.

MESSAGING

Something specific
to say.

“Calm. Cushion. Glow.” establishes a concise sensory direction. Supporting lines connect the proposed product to ease and routine, allowing the campaign to move between product presentation and a more personal lifestyle moment.

Avela cream jar and box on a pale stone surface beside flowers and a swirl of cream.
Avela cream jar and box on a pale stone surface beside flowers and a swirl of cream.
An open Avela cream jar, botanical box and leaves in a softly lit interior.
An open Avela cream jar, botanical box and leaves in a softly lit interior.

MORE IN MOTION

The campaign continues.

CREATIVE DIRECTION

Built with intention.

Soft light, pale stone, botanical packaging and restrained composition create a warm visual language. Product details sit alongside a human moment, giving the concept both a packaging story and an everyday context.

I developed the concept, positioning, messaging and visual direction, created and curated the AI-generated material, and edited the assets and films.

What the work connects

  • Beauty branding and skincare positioning
  • Packaging direction
  • Campaign messaging
  • AI image creation and video production
  • Advertising creative
  • Visual storytelling
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Behind the work

Explore the thinking and production capabilities shown in this concept.

Brand Positioning