GELÉE — Bounce back

GELÉE is a self-initiated concept brand: premium jelly skincare for Gen Z. I led it end to end: strategy, naming, identity, packaging, campaign art direction and launch assets.

The gap: Gen Z skincare is either cheap-and-cute drugstore pastel or serious, clinical luxury. Nobody owned luxury that’s fun. Gen Z doesn’t want perfect skin, they want resilient skin, so the brand is built on one idea: bounce back from anything.

A fat, bubbly wordmark that looks set like jelly, with a jelly-drop accent that becomes a second mark: the bounce blob. One jelly colour per product, kept in check by milk-white, ink and chrome for luxury discipline.

See-through packs like hard candy, so the jelly is the colour. Mirror-chrome bubble caps, with a collectible charm cap on the Lip Jelly that clips to keys and bags. The print sits directly on the pack, with no paper labels.

Every image is a real Gen Z “after” moment (the morning after, after the party, the breakup, the red-eye, the all-nighter) with one surreal, oversized jelly in that product’s colour. The rule for every set: a cold world, a warm girl, one jelly colour.

The system at work where DTC brands actually sell: an Instagram launch grid and Stories, a bus-shelter poster, a product listing set, and launch banners in every format.

Concept brand. Campaign imagery art-directed by me with AI, then retouched and finished by hand: every logo and label on the packs is real type, not AI lettering.