Soft Melt.

Creative Director Emelie Sundesten
Concept & Copy Seraphine Radermacher
Graphic & Product Design Elise Svensson

For CAIA Cosmetics 2026

A campaign introducing the Soft Melt Peptide Lip Balm, where I developed the product design and graphic concept for the campaign in all channels. I created custom typography and a dedicated colour palette, inspired by 1950s advertising and packaging design, to highlight the product’s scent and texture in a playful way.

PR.

To extend the campaign’s tone, I designed a retro-inspired carton based on vintage cream packaging, turning the PR send-out into a playful, tactile expression of the concept while reinforcing the baked-good-inspired shades and scents.