Shygol, built as one system.
A South African skincare range taken from product references to a full creative set: product shots, model imagery and static ads that all read as the same brand.
The brief
Shygol
Shygol is a science-led skincare range made in South Africa: cleansers, toners, serums and a cream built around clinically selected actives, priced in rand. We took it as a self-directed brief with one rule. Every frame, whether a bottle on a plinth, a portrait or an ad, has to look like the same brand.
- Brand
- Shygol
- Category
- Skincare
- Range
- 8 products
- Formats
- 4:5 and 9:16
- Type
- Self-directed concept work
The system
The system came first.
- 01
Light and palette
Bright, high-key daylight. A cool grey-white ground for product, warmer golden light for people. Clean whites with almost no saturation beyond the serum itself.
- 02
Type
A classical serif for headlines and a clean sans for supporting copy, set as live text in the ads so the wordmark and every line are spelled and spaced correctly.
- 03
A locked product
The real bottles are the reference for every frame, so the label, cap, proportions and finish hold from the first image to the last.
- 04
Casting
One model, held across the set, so the portraits sit next to each other the way a real campaign would.
Product shots
Model imagery
Static ads
Ads that stay editable.
Each ad is built in two layers. The photograph carries the light and the product. The wordmark, headlines, search bar and price sit on top as live text, so a price, a headline or a language can change without regenerating the picture.
Delivered
What was made.
- Product shots across the range
- Model imagery with a consistent casting
- A set of static ads, each in 4:5 and 9:16
- Ads built on separate photo and text layers, ready to edit
Self-directed concept work. We set the brief. Not affiliated with, endorsed by, or commissioned by the brands shown.
Next
What we would do next.
The range has eight products and we have shown a fraction. The next round would be the full routine as a single campaign, a short video set for each hero product, and the same ads translated into the formats a retail partner needs.
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