aise
A reduction-first skincare brand that restores clarity in an oversaturated category. Recognized with Behance awards ↗ for Branding and Adobe Illustrator.
Read the strategy insights
Read the strategy insights
Read the strategy insights
Read the strategy insights
Read the strategy insights
Overview
The Concept
aise (from aisé: "comfortable, at ease") is a conceptual skincare brand built on one premise: wellness should simplify your life, not add to it.
The Goal
Build a premium, reduction-led brand that reduces decision-making and creates instant clarity without slipping into mass-market simplicity.
The Problem
As beauty culture accelerates toward 10-step routines and jargon-heavy marketing, consumers face decision fatigue and rising frustration. The market is saturated with maximalist routines, cognitive overload, and aesthetic sameness.
My Role — Brand Designer & Strategist (Conceptual Project)
Define the strategic foundation and visual identity system, translating this philosophy into packaging, product naming, and digital design.
Overview
The Concept
aise (from aisé: "comfortable, at ease") is a conceptual skincare brand built on one premise: wellness should simplify your life, not add to it.
The Problem
As beauty culture accelerates toward 10-step routines and jargon-heavy marketing, consumers face decision fatigue and rising frustration. The market is saturated with maximalist routines, cognitive overload, and aesthetic sameness.
The Goal
Build a premium, reduction-led brand that reduces decision-making and creates instant clarity without slipping into mass-market simplicity.
My Role — Brand Designer & Strategist (Conceptual Project)
Define the strategic foundation and visual identity system, translating this philosophy into packaging, product naming, and digital design.
Overview
The Concept
aise (from aisé: "comfortable, at ease") is a conceptual skincare brand built on one premise: wellness should simplify your life, not add to it.
The Problem
As beauty culture accelerates toward 10-step routines and jargon-heavy marketing, consumers face decision fatigue and rising frustration. The market is saturated with maximalist routines, cognitive overload, and aesthetic sameness.
The Goal
Build a premium, reduction-led brand that reduces decision-making and creates instant clarity without slipping into mass-market simplicity.
My Role — Brand Designer & Strategist (Conceptual Project)
Define the strategic foundation and visual identity system, translating this philosophy into packaging, product naming, and digital design.
Intellectual Impact
Cultural Translation
Translate cultural insight (consumer overwhelm) into visual clarity and functional solutions.
Behavioral Design
Use naming, spacing, and visual restraint to guide behavior and reduce decision fatigue.
Although conceptual, aise showcases how design can:
Strategic Minimalism
Turn minimalism into a functional system vs. an aesthetic trend or stylistic shortcut.
Emotional Resonance
Build emotional connection through reduction rather than embellishment or complexity.
Intellectual Impact
Although conceptual, aise showcases how design can:
Cultural Translation
Translate cultural insight (consumer overwhelm) into visual clarity and functional solutions.
Strategic Minimalism
Turn minimalism into a functional system vs. an aesthetic trend or stylistic shortcut.
Behavioral Design
Use naming, spacing, and visual restraint to guide behavior and reduce decision fatigue.
Emotional Resonance
Build emotional connection through reduction rather than embellishment or complexity.
EXPLORE MORE CASE STUDIES
Point Quest Group
Bridging clarity and human-centered design for an education group.
EXPLORE MORE CASE STUDIES
Point Quest Group
Bridging clarity and human-centered design for an education group.
EXPLORE MORE CASE STUDIES
Point Quest Group
Bridging clarity and human-centered design for an education group.
Brand Designer & Strategist
leilasohaing@gmail.com ↗
LinkedIn ↗
Behance ↗
Open to remote work