● ● ● natüür - Case Study /

Role
Head of Brand and Design

Scope

Creative Direction
Design System
35+ Products Designed
Website
Performance Creatives
Trade Fairs
and more...

Timeline
2021 – present

Contents

Brand Foundation • Brand Strategy • Packaging System • Art Direction • Website • Social Media • Editorial • Illustration • Newsletter

Brand
Foundation

natüür exists to help people with sensitive and reactive skin feel comfortable in their own skin, without compromise. Built for people managing chronic conditions like eczema, rosacea, and psoriasis, who deserve products with real scientific integrity.

4 pillars

Transparency
Scientific Integrity
Warmth
Sustainability

Brand
Claim

Instead of relying on a single slogan, a modular claim system was developed to support different products, audiences, and campaigns. Every message is rooted in natüür's core values, ensuring a consistent brand voice across every touchpoint.

Tone
of voice

Direct

We speak as "du" — always. No formality, no distance. Like a knowledgeable friend.

Educational

We explain skin biology and ingredient function clearly and honestly.

Empathetic

We acknowledge what it's like to live with Rosacea, Neurodermitis, or sensitive skin.

Honest

We show real skin conditions, texture, imperfections. No overclaiming.

Confident

We don't shout. Our claims are direct, simple, and grounded in evidence.

Colours &
Product Lines

Two distinct product lines within natüür, each with its own design language. Every packaging decision, material, structure, shape, and colour, was mine to make, partnering with product managers on feasibility and sustainability.

Med care  
Product Line

Desigend the entire Med Care line

TARGET
Targeted, medically-inspired care for chronically stressed skin, developed for disrupted skin barriers and conditions like Psoriasis, Neurodermitis, and Rosacea.

ESSENTIAL  
Product Line

Desigend the entire ESSENTIAL line

TARGET
Simple, effective everyday care that keeps skin balanced day to day, gentle formulas and easy routines for normal, dry, and sensitive skin.

Photography
Art Direction

Directed the art direction and composition for natüürs photography, working with external photographers to execute the brand's visual system rather than shooting it in-house. Every shoot, from packshots to lifestyle and skin-condition imagery, was briefed and led by me: framing, lighting style, props, color temperature, and mood, with the photographer handling capture.

This kept the brand's photography consistent across shoots and photographers over time, since the visual direction lived with me, not with whichever photographer was booked for a given project.

AI Directed  Photography

Directed AI-generated photography for natüür's ingredient shots and campaign visuals, art directing composition, lighting, color, and mood the same way as a real shoot, then refining output to match the brand's existing photography system.

Tool used:
 Claude: for prompt optimization
Chat GPT Image 2: image generation

Website
natuur.de

For better view on design and feel + structure visit the live website :)

Owned the website's overall layout, feel, and customer journey, from homepage through product pages to checkout, translating the brand's warmth and scientific credibility into a digital experience that doesn't feel clinical.

Continuously optimized page structure and content placement to reduce drop-off for customers who need clear, trustworthy information before buying.

Social Media & Digital

Built the Instagram grid system around five content types, design and feel.

Product
Ingredient spotlights 
Skin education 
Behind-the-scenes
Community

Illustration
& Infographics

Developed a hand-drawn illustration style for educational skin-barrier diagrams, using Med Care Green line work on white, with a fixed system for typography, leader lines, and labeling.

Used AI to produce these diagrams faster, in a specific style I created, while keeping every diagram dermatologically accurate and on-brand.

Tool used:
 Claude: for prompt optimization
Chat GPT Image 2: image generation

llustrations

Hand-painted apothecary style, rooted in our hero ingredient Every illustration is hand-illustrated with AI and refined in Photoshop, styled after 19th-century botanical apothecary prints. The neem tree is the visual anchor, rendered in the same botanical hand across the website's "Discover the Neem Tree" module, thank-you cards, and affiliate postcards. 

Apothecary botanicals read as credible and pharmaceutical, while the hand-drawn linework keeps things warm rather than sterile: scientific, but never cold. 

Applications: website ingredient education, influencer/affiliate postcards, customer thank-you cards

Custom Handwriting Font, Built for Scale

My handwriting is all over our cards, packaging, and social. It started as one-off, hand-lettered work every time we needed it, so I turned my own handwriting into a custom font: the same authentic, human style, now available as a typeface anyone on the team or any external agency can drop straight into a design file. 

No more hand-lettering each touchpoint myself. The brand's signature look is one keystroke away, and stays consistent no matter who's producing the work.

Otherskin & The Professional Edition: Two Magazines, Two Audiences

Once a year, I put together Otherskin, a printed magazine sent to our collaborators recapping what we achieved together that year. It turns a "thank you for the year" into something people actually want to hold onto, a physical record of the milestones, launches, and wins we built together.

Alongside it, I also produce a professional information booklet for doctors and pharmacists (in German, "Fachinformation für Ärzte & Apotheker"), a fact-driven publication focused on the clinical and formulation side of our hero ingredient rather than the year-in-review story. Same publishing muscle, different audience and register, from warm recap to clinical proof.

Use for: collaborator relationship building, doctor/pharmacist credibility, ingredient education

Otherskin was intentionally styled as a proper editorial publication, with the look and feel of a magazine rather than a company recap.

A clinical, evidence-led companion sent to doctors and pharmacists alongside Otherskin.

Where Otherskin breaks from our visual system to feel like a standalone collectible art piece, this stays fully on-brand, built for technical trust over editorial distance

Newsletter

Designed the full newsletter system: single-column, full-width layout, recurring elements like handwritten callouts and numbered sections, and consistent black CTA buttons across every send.

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