Alice Cares – Art Direction & Strategy
Alice Cares is a purpose-driven haircare brand offering solid shampoo and conditioner bars designed for modern routines. My role focused on shaping the creative direction, developing a visual identity system, and guiding content execution across packaging, eCommerce, and social.
CATEGORY:
Website Design & Conversion Strategy
CLIENT:
Alice Cares (Founder-led project)
ROLE:
Founder & Brand Strategist
I led the development of the Alice Cares website, crafting a DTC experience built on Shopify to serve both U.S. and Singapore customers. The goal was to translate the brand identity into a cohesive, shoppable experience that conveyed the product’s quality and purpose.
I designed the full site architecture, page layouts, and product taxonomy while maintaining a consistent brand voice and visual identity. The site was developed with conversion in mind – simplifying the checkout flow, adding product education touchpoints, and making the mobile experience intuitive.
To support retention and lifecycle marketing, I integrated Klaviyo for automated flows, including welcome series, cart recovery, and post-purchase emails. I also implemented Google Tag Manager, GA4, and Meta tracking to support performance monitoring and ad retargeting.
Through this project, I brought together branding, UX, and marketing automation to launch an eCommerce site that could scale across markets and support ongoing growth.
Product love in focus
A lifestyle photo that connects the product with real people, shot to emphasize approachability, glow, and color harmony.
Packaging dieline in progress
Working file for print production – final dieline used across all SKUs, featuring regulatory elements, claims, and brand motifs.
Brand identity toolkit
A full suite of scalable logos and brand patterns designed to support packaging, web, and social content while preserving visual consistency.
Elevated studio shot
Art-directed to focus on the bar’s form and emboss, this image elevates the tactile qualities of the product through controlled lighting and clean props.
CHALLENGE & OBJECTIVES:
Translate brand strategy into a cohesive visual system across packaging, photography, and digital channels
Collaborate with an outsourced designer to co-develop the logo, typography, and identity elements
Design packaging for five solid haircare SKUs with scent-based differentiation and clear product communication
Recruit and brief a product photographer and models, building a content plan for launch and evergreen use
Plan and direct a multi-part photo and video shoot covering product visuals, lifestyle moments, and motion assets
Create platform-specific visuals tailored for Amazon (A+ Content), Shopify, and Instagram
Build a content library that balances brand storytelling with performance-focused conversion goals
DELIVERABLES:
Logo and identity system (in collaboration with a freelance designer), including brand marks, color palette, and usage
Packaging designs for five SKUs with print-ready dielines, copy, and visual storytelling elements
Production brief for model and product photography, covering shot concepts, mood, lighting, and props
Art direction for photoshoots – from shot planning and on-set feedback to post-production review
Content library of assets for Amazon A+ Content, PDPs, Instagram, and campaign use
Visual identity breakdowns for each SKU to guide ongoing creative consistency
Creative direction for short-form video content and motion elements used across launch and paid ads
Art direction moodboard
Visual research and creative direction map, developed in Miro to define the tone, aesthetic language, and content themes.
Branded eCommerce experience
Website design built in Shopify – from product organization and styling to FAQ layout and custom visuals for the brand site.
TOOLS:
Visual Strategy & Collaboration
Miro – for early-stage moodboards, visual benchmarks, and creative direction planning
Google Docs – for production briefs, visual guidelines, and cross-team collaboration with designers and photographers
Design & Packaging
Figma – for layout exploration, packaging concept development, and identity application
Adobe Illustrator – for final packaging mockups, dielines, ingredient panels, and print-ready files
Adobe Photoshop – for post-production editing and preparing assets for Amazon, Shopify, and social
Photography & Content Production
Notion – for photography shotlists, asset tracking, and coordinating timelines across production stages
Trend.io – for sourcing and managing user-generated content creators for Instagram and TikTok campaigns
Google Drive – for reviewing, annotating, and organizing production assets across static and motion content
Alice Cares launched with a strong, visually consistent brand presence across packaging, Amazon, Shopify, and social media. The creative system established during development helped build trust quickly – with early reviews and user-generated content highlighting the product’s design, sensory appeal, and premium feel.
This project reinforced how thoughtful creative direction – from visual identity to production planning – can shape not just how a brand looks, but how it's perceived and remembered. Strong execution across every visual detail helped elevate a new CPG brand from idea to shelf.