Uoon - brand strategy & creative direction

Strategy and creative direction for an olive oil–based skincare brand rooted in ritual, powered by tech.

Context
Zejd is a Lebanese olive oil brand known for its deep roots and craftsmanship. As they prepared to expand into the U.S. market, they wanted to do more than launch a skincare line, they wanted to introduce something that felt intentional, sensory, and grounded in culture.

That’s where Uoon began: a brand that bridges the old world with the next. One that makes skincare feel personal again.

The Challenge
How do you turn olive oil into a modern skincare system, without losing the ritual behind it?
The goal was to create a brand that didn’t just talk clean and personalized, but actually delivered an experience that felt alive, intuitive, and rooted. Something that stood out in a category full of sameness

The Outcome
Uoon repositioned Zejd as a future-forward player in wellness as a heritage brand and leader in personalized care. The rebrand introduced a new category in skincare and offered a clear, resonant experience built on emotional insight and strategic clarity. It’s a system designed to evolve with the skin, with the user, and with time.

What I Did

Strategy & Positioning
I positioned Uoon as the only terroir skincare lab, a new category that blends land, story, and responsive care. It gave the brand a strong, ownable space between heritage and innovation.

Naming
I named the brand Uoon, pulling from zeitoun (Arabic for olive), and reshaping it into something soft, fluid, and cross-cultural. A name that feels both emotional and elemental.

Brand Identity
Built the full identity system; logo, essence shapes, color palette, typography, and voice. Everything was inspired by olive oil in motion, Mediterranean textures, and the warmth of human skin.

Experience Design
Designed a customer journey that begins with an AI-powered scan and ends with a personalized blend, mixed on the spot. Every detail, from the lighting to the bottle reveal, was crafted to feel immersive and care-driven.

Creative Direction
Led concept and execution across touchpoints: product, retail, UI, packaging, and OOH. Directed visual language and brand world so that everything connected, visually, emotionally, and narratively.

Role: Brand Strategist, Creative Director, Designer