SOFTWEAR RELAUNCH

Experiment was relaunching Softwear Shades, its smoothing lip treatment, with three new nuanced shades. Softwear's visual identity blends retro-futurism, tech nostalgia, and clinical skincare into something that feels both playful and credible. Before the introduction of the shades, Softwear had a darker, more futuristic aesthetic. With the expanded shade range, the visual identity evolved while maintaining its polished, beauty-forward look.

MY ROLE

My role was to create the lead reintroduction email campaign, which launched alongside the social media rollout. Collaborating closely with the Experiment team, I developed the campaign's visual language and design elements, drawing inspiration from early computer interfaces and software design. I maintained the muted digital color palette to allow the three new shades to take center stage while leaning into minimal yet experimental typography, pairing our branded sans serif with a serif to further define the campaign's visual identity. The overarching goal was to emphasize the play on the name "Softwear" while balancing the product's clinical, playful, and tech-inspired qualities.

Head designer at Experiment: Natalie Nardello