← All work Saltwater Skin Pvt. Ltd.
Saltwater Skin
Saltwater came to us with a big mission and very little clarity on how to say it. We rebuilt their messaging around one honest promise and gave it a home online that sells without shouting.
01Overview
Saltwater is a Goa-born skincare label making mineral-rich formulas in small batches. After two years of word-of-mouth growth they were ready to go national, but their story had splintered across packaging, marketplaces and a template website.
We were brought in to find the single idea underneath it all, then design a D2C experience that could carry it.
02Challenge
Every product spoke a different language. Ingredient-led on the box, lifestyle-led on Instagram and discount-led on marketplaces. Customers loved the products but could not explain the brand to a friend.
The site converted at 0.9% and nearly half of first orders came through coupon codes.
03Approach
We ran a two-week discovery with the founders, their chemists and twelve repeat customers. The phrase that kept returning was "it feels like the sea air". That became the platform: Skin, like the coast. Calm, salt-clean, unhurried.
From there we built a restrained visual system of sand, mineral white and a single sea-glass accent, rewrote every product page around the ritual rather than the ingredient list, and shipped a headless storefront with a 0.8s first paint on 4G.
04 — Results
What changed
This project was about translating a feeling into a system. A calm, consistent brand that lets the products speak and gives the founders a story they can tell in one breath.
Credits
StrategyLina Sato
Design directionAmara Okafor
DevelopmentRafael Quispe
PhotographyEmre Kaya
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