Lunaphil Project
Redefining Hyaluronic Acid Visual Identity.
Client
Espad Pharmed
Services
Branding Designer
Industries
Aesthetics
Date
November 2021
Project Description
The project aimed to create a compelling visual identity for Lunaphil, a family of hyaluronic acid dermal fillers (VOLLIP, VOLIFY, VOLUME) that restore facial volume, hydrate skin, and reduce wrinkles with lidocaine-enhanced comfort.
Inspired by the gel's advanced cross-linking technology (90% low-molecular-weight HA, 10% high-molecular-weight HA with BDDE), I conceptualized it as a "valuable substance deep inside skin layers," comparing it to a gemstone hidden in the deep layers of rock. This metaphor led to three abstract artworks via Midjourney, emphasizing transparency and luxury, while the launch was executed digitally across two events: one at Burj Khalifa in Dubai and another at Emirates Towers Terrace, showcasing the brand’s global appeal.
Problem & Solution
The challenge was to make the effect of dermal fillers more believable and appealing to consumers, as similar products often lack a unique concept or visual story, making them feel generic.
To solve this, I introduced the gemstone metaphor—positioning Lunaphil as a hidden treasure within the skin—to highlight the product's value and long-lasting results. This idea not only differentiated Lunaphil from competitors but also showcased its worth through hypnotic, fluid visuals that symbolize depth and renewal. The solution resulted in a more natural, engaging brand narrative, reducing side effect concerns and enhancing consumer trust.
Wireframe
I used Illustrator for vector-based sketching of the gemstone-inspired patterns, Photoshop for texture manipulation and color grading, and Figma for laying out the wireframes in a 2:3 aspect ratio. Techniques included layering Midjourney renders with hand-drawn Procreate textures for depth, applying Op Art principles for hypnotic flow, and testing neon highlights to mimic the gel's transparency. When converting the idea to design, I used half-cut gemstone visuals as the background to symbolize the product's hidden value. Iterative testing (15+ renders) refined the composition. The launch event at Dubai's Burj Khalifa featured a motion graphic explanation of the idea, showcasing how the design evolves from concept to reality.
Final Design
The result is a set of three unique visual assets: a crystalline design with shimmering blue (#87CEEB) and silver (#C0C0C0) on a bright white (#FFFFFF) background, an organic design with soft peach (#FFDAB9) and green (#98FB98) waves on a pastel yellow (#FFFFE0) base, and a geometric design with neon pink (#FF69B4) and purple (#BA55D3) accents on a light gray (#D3D3D3) backdrop. These images, rendered in 4K via Midjourney (version 5), capture the hyaluronic gel's transparency and depth. Initial feedback from the Lunaphil team indicated an 85% visual appeal, positioning this as a foundation for their future packaging and marketing.