Velveta
Project Story
Velveta Beauty came to OpenNeux with a product line customers loved and a brand that no longer matched it. Their packaging, website, and social feeds each told a slightly different story, and new customers struggled to understand what made the range different. They needed one identity that could stretch from a pharmacy shelf to a phone screen without losing its warmth or its scientific credibility with careful buyers.
We began with research: shelf audits in three cities, interviews with loyal customers, and a close read of the formulas themselves. The insight was simple. Velveta's customers were not buying glamour; they were buying honesty, products that listed what they did and did it. The new identity was built on that honesty: clear ingredient stories, calm photography of real skin, and a design system strict enough for regulators and soft enough for a bathroom shelf.
Problem
The old identity had grown by accident over six years. Four designers, three packaging suppliers, and two website rebuilds had produced a brand that looked different in every channel. Customers recognised the hero product but not the company behind it, so every new launch started from zero awareness. Worse, the e-commerce site converted poorly on mobile, where most of their audience actually shopped, because product information was buried under decoration.
The deeper problem was trust. Skincare buyers have been promised miracles for decades, and Velveta's old design spoke the same visual language as the brands making those promises: heavy retouching, vague claims, and gold foil everywhere. Their careful formulation work was invisible. Internally, the team also lacked any system: each campaign started from a blank page, quality depended on who was available, and the founder reviewed every asset personally because nothing guaranteed consistency. Product pages carried long, unstructured text, shipping and returns were hard to find, and checkout demanded an account before showing a total. Analytics showed the pattern: strong social traffic, a healthy add-to-cart rate, then abandonment at exactly the steps where clarity mattered most. Velveta did not need more attention. It needed a brand and a storefront worthy of the attention it already had.
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Solution
The new identity opens with a wordmark in a warm serif and a packaging system where the ingredient story leads: what is inside, what it does, and who it suits, in type large enough to read at arm's length. Bone, clay, and deep green replaced the gold, and photography rules ban retouching beyond colour correction. Every pack, page, and post now comes from the same template system, so the team ships consistent work without the founder reviewing each piece.
The storefront was rebuilt around the questions customers actually ask. Product pages open with the benefit, the key ingredients, and the routine step, before any storytelling. A simple skin-quiz guides new buyers to a starter routine instead of a catalogue, and checkout shows totals early and allows guest purchase. We also built a library of reusable page sections, so the marketing team can launch a product in days using approved parts, with the system's rules enforced by the templates.
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