Idili · Made in Morocco, sold in France
A beauty oil positioned against a needle
The work
Prickly pear seed oil, pressed in Morocco and sold to French women who are weighing up injectables. We built the identity, modelled every product in 3D, and wrote the twenty-concept ad library the brand still runs on.
Four weeks of design. Nothing on this page was photographed in a studio.
Results
What the work moved
The range
Six products, one bottle language
Frosted green glass and a brushed gold cap across the whole line, from a 15ml elixir to a 500ml cleanser. The format changes, the vocabulary does not.
3D product
Modelled, so a new SKU costs a render
Every bottle, jar and bar is a model. A new size, a new cap finish or a whole new product joins the family in an afternoon, at the same lighting and the same angle as everything already shot.
The ad library
One product, twenty arguments
Nobody buys a 39 euro oil on a pretty bottle. Each creative was commissioned against one reason to believe, and the strongest of them borrows the credibility of the press rather than claiming it directly.
| Argument | How the creative puts it | Concepts |
|---|---|---|
| Press authority | "Le botox naturel marocain", set as a magazine beauty page | 3 |
| Direct comparison | Against botox, and against retinol, side by side | 4 |
| Audience | Written to women over forty rather than to everyone | 3 |
| Social proof | Thirty thousand customers, and the year's most repurchased | 3 |
| Risk reversal | Visible results or your money back | 2 |
| Mechanism | Why the oil works, in three reasons and an icon set | 5 |
Format discipline
Every concept, twice
All twenty ship as a square for the feed and a vertical for reels and stories. Not a crop of the same file, a second layout: the headline reflows, the product moves, the guarantee badge changes position.
Watch the frame. The square is not cropped into the vertical, the layout is rebuilt: the headline reflows from four lines to three, the tick list opens up, the model moves down and right, and the product lands in the lower third where a thumb can reach it.
- Twenty concepts, forty finished files
- Square for the feed, vertical for reels and stories
- Type re-set per format, never rescaled
- Guarantee badge repositioned so it clears the interface
Motion
Customers, quoted on a timer
The review cut is the library's workhorse. Real customer quotes stack in over the product on a fixed rhythm, so a new review is a text swap rather than a new edit.
- One timeline, square and vertical from the same file
- Quotes are text layers, not baked into the render
- The product loop runs underneath, independent of the copy
Seasonal
Built to be re-dressed
The layout system takes a seasonal treatment without being rebuilt. Eid is a change of ground and type colour, not a new design.
Seasonal
From approval to live
The layout system takes a seasonal treatment without being rebuilt. Eid is a change of ground and type colour, not a new design, and because every concept already exists as a vertical it reaches stories within the hour it is approved.
- Ground and type recoloured, structure untouched
- Ships to stories and reels without a re-crop
- The same treatment carries to the next occasion