loelle organics
loelle organics
From Intern to Creative Director:
A 7-Year Journey
Started as an intern and freelancer, I have grown into the role of Creative Director. Over the past 7 years, I have shaped the brand’s visual identity across packaging, web, and photography.
Today, I am responsible for nearly all visual touchpoints and brand aesthetics, with the exception of paid advertising. My journey from designer to director reflects a deep dedication to Loelle’s organic and premium evolution.
social media
social media
Brand Evolution:
From Skincare to Skin Health
2025 – In Progress | Art Direction & Visual Strategy
The Vision As part of Loelle’s ongoing growth, I am leading a strategic visual redesign of our social media presence. The goal is to evolve the brand into a more inclusive, gender-neutral space that focuses on Skin Health and Longevity rather than just surface-level beauty.
The Strategy This Instagram grid represents the first phase of a brand-wide implementation. I have developed a visual language that speaks to a broader audience—moving away from traditional gender-coded aesthetics to a clean, sophisticated, and neutral look.
My Role & Execution:
Visual Concept: Curating a minimalist and modern aesthetic that resonates with both women and men.
Content Pivot: Shifting the narrative from "skincare" to "skin health," emphasizing long-term wellness and professional-grade organic ingredients.
Integrated Implementation: This new visual direction is currently under development and will be implemented across all brand touchpoints, ensuring a cohesive identity from social media to physical packaging.
Art Direction: Overseeing the balance between educational infographics, high-end lifestyle imagery, and raw product textures to create a dynamic yet harmonious feed.
Photography
Photography
"Out of the Box" Campaign for Loelle
2024 | Creative Lead & Producer
The Brief & Concept The objective was to break away from traditional beauty imagery and create an "out of the box" visual campaign that highlights the organic and pure nature of Loelle’s products. By using unexpected, everyday objects in a surrealist way, we aimed to emphasize that our products are so natural and clean they belong in any environment—even a culinary one.
My Role: Creative Lead & Producer I was responsible for the entire production from concept to final execution. This was a hands-on leadership role where I managed every creative and logistical detail:
Creative Direction: Developed the surreal concepts, such as the "Black Soap Burger" to symbolize 100% organic ingredients, and the Jojoba oil "diaper shot" to highlight purity and gentleness.
Production Management: Scouted and booked the photographer, managed the budget, and acted as the lead supervisor on set.
Set Design & Styling: Curated all props and meticulously arranged every composition and "still life" setup to ensure the visual narrative matched my vision.
On-Site Direction: Directed the photography on-site to ensure lighting, angles, and product placement perfectly captured the "bold yet organic" aesthetic.
The result was a provocative and memorable campaign that challenged the conventions of organic beauty branding while staying true to Loelle's core values.
Photography & Visual Production
2021 – 2024 | Photographer & Art Director
The Creative Process For this project, I took on the dual role of Photographer and Producer to ensure a seamless transition from the initial concept to the final image. By managing the entire creative chain, I was able to maintain full control over the visual language and aesthetic quality.
My Responsibilities:
Photography: I personally photographed the session, focusing on lighting and composition to capture the authentic texture of the products and the natural beauty of the subjects.
Casting & Talent Management: I scouted and booked the models, ensuring their look and energy aligned perfectly with the brand's identity.
Art Direction & Styling: I directed the mood, posing, and styling on set to create a cohesive story across the entire series.
Post-Production & Retouching: I performed all post-processing and high-end retouching, balancing skin tones and product details while preserving a natural, organic feel in line with the brand's values.
This end-to-end approach allowed me to deliver a high-quality visual suite where every detail—from the choice of model to the final color grade—works together to strengthen the brand's message.
ADS
Campaign
ADS Campaign
Experimental Ads: Winter Sale
2025 | Digital Content Creator & AI Artist
The Project As part of the 2024 Winter Campaign, I was tasked with creating a series of experimental advertisements focusing on two key products: African Black Soap and Reboost Balm. The goal was to step away from our traditional brand guidelines and test new visual directions to see which styles performed best in terms of engagement and conversion.
My Contribution:
Product-Focused AI Visuals: I owned the creative process of generating and refining AI imagery specifically for African Black Soap and Reboost Balm, exploring a bolder, tech-forward aesthetic.
Breaking Brand Conventions: I was given full freedom to move outside Loelle’s established visual identity to test how different "looks" impacted our sales data.
Performance Testing: These assets served as a strategic test to gather data on what resonates with our audience during a high-traffic sale period.
Independent Execution: While part of a larger team campaign, I had total ownership over my specific ads—from the initial AI prompts and image selection to the final graphic design.
Packaging
Packaging
packaging design
Brand Redesign & Visual Identity 2021 – 2022 | Project Manager
-
Starting with sketches, I refine designs to complement each product’s purpose while maintaining a cohesive, eco-friendly aesthetic. My focus ensures practical, customer-focused packaging that enhances brand appeal without compromising sustainability.
-
As the Creative Director and Packaging Designer, I choose materials that balance product needs with sustainability. For oils and liquids, I use recyclable glass bottles to ensure purity. Soaps are wrapped in biodegradable, responsibly sourced paper or cardboard. Accessories feature organic linen for a natural touch.
When needed, I incorporate recyclable PET and PP plastics, creating eco-conscious packaging that reflects a premium, organic aesthetic.
-
I create all artworks and prepare print-ready materials for production. I manage the entire process, from initial design concepts to final delivery, ensuring every detail aligns with our brand’s premium, sustainable aesthetic.
By overseeing the complete chain—from crafting visuals to coordinating with factories for printing and delivery—I guarantee high-quality, eco-conscious packaging that reflects Loelle’s commitment to excellence.
Website
Website
Visual Content:
Routine Bundles
2024 | Graphic Design & Visual Strategy
The Brief To create a visual guide for Loelle’s website bundles product page image carousel, focusing on the sensory experience of the skincare routine rather than the packaging.
My Role I directed and executed the full visual concept to make the "Step-by-Step" routines intuitive and high-end:
Infographic Design: Created a clean, educational layout that explains the "Cleanse, Hydrate, Moisturize" steps for online customers.
Strategic Layout: Designed the imagery specifically to sell product sets, focusing on benefits and usage rather than physical bottles.
Consistency: Performed all retouching and graphic work to ensure the content aligned with the brand's premium aesthetic.
Exhibition
Exhibition
Loelle at Allt för Hälsan
2023 | Lead Designer & Project Manager
The Concept For the Allt för Hälsan fair, I was tasked with designing and executing a booth that captured Loelle’s organic essence. The mission was to create a space that felt both premium and deeply rooted in sustainability, providing a physical touchpoint for the brand's values.
My Contribution: Full Creative & Visual Execution I managed the entire project from initial concept to final assembly, including the production of all visual assets:
Sustainable Construction: I designed and built the display podiums using Re-board (an eco-friendly, high-strength paper material), ensuring a 100% recyclable yet premium presentation.
Photography & Retouching: Beyond the spatial design, I personally photographed and retouched the product images featured on the displays. This ensured a seamless visual harmony between the physical booth and the brand's high-end imagery.
Spatial Design: I selected every detail, from the flooring and carpets to the overall color palette, creating an inviting environment that aligned with Loelle’s identity.
Product Merchandising: I was responsible for the strategic layout and placement of the product range, ensuring a visual flow that guided visitors through the brand story.
The final result was a cohesive and sustainable brand environment where every element—from the physical structures to the polished photography—was under my creative direction.