MADI SWISS.

The challengeAn online-only skincare label has no store to walk into. The product photograph is the packaging, the shelf and the salesperson at once — and it has to hold across seven categories without any two looking like different brands.

The answerOne light, one hand, one register: real bathroom light, a real hand in frame, the purple bottle always the darkest thing in the picture. Built as a category system — creams, serums, cleansers, masks, body oils, body cream, eye contour — so the shop, the campaign and the feed all draw from the same set.