packaging refresh
PRODUCT DESIGN
Project Overview
Jayla is a luxury beauty brand based in Saudi Arabia, stocked in leading department stores such as Selfridges and shipping worldwide.
This project focused on elevating the visual identity of Jayla’s Scented Body Care line while maintaining the brand’s established colour palette.
The goal was to streamline packaging, remove unnecessary elements, and present a more minimal, sophisticated look that aligned with the brand’s premium positioning.
Brief
The client wanted a subtle refresh rather than a full redesign. The focus was on refining the existing aesthetic, improving clarity and hierarchy, and ensuring the packaging felt modern and elevated without straying from the brand’s core colours.
Role & Approach
I began by analysing the existing packaging and identifying elements that could be simplified or removed to create a cleaner, more cohesive look.
Several initial concepts were developed, exploring variations in layout, typography, and visual hierarchy. After reviewing feedback, I refined the direction into a single, polished design that balanced minimalism with brand recognition.
The approach focused on elevating the brand while keeping the product instantly recognisable to loyal customers.
process & production
Three initial concept designs were presented, each exploring ways to streamline the packaging and improve visual clarity. After client feedback, one concept was refined to produce an updated design.
The final outcome removed the logo icon, using only the logo name to create a more elevated and sophisticated look. Layouts were simplified, unnecessary graphic elements were stripped back, and the core colour palette was retained.
Throughout the process, the client was involved, ensuring the final design reflected her vision. Since this refresh, the client has continued to follow the same visual approach for new products in the line.
outcome
The refreshed packaging presents the Scented Body Care line in a cleaner, more sophisticated way while remaining consistent with Jayla’s established brand identity.
The client was pleased with both the process and the final result, and the visual approach established here has continued to inform subsequent product designs.
Following this project, the client has returned to commission a complete brand and packaging rebrand for Jayla, expanding the scope beyond the Scented Body Care line to the entire product range – see here.