About the Project

This project is a comprehensive brand elevation for Kayn Argan Oil, transforming a basic identity into a sophisticated, premium aesthetic that reflects their authentic, high-quality Moroccan Argan oil. Facing challenges like generic design and weak visual hierarchy, our core strategy is to deliver an unparalleled design that centered on the Seamless User Experience for their discerning Indonesian market.

To solve core brand deficits, our strategy utilized high-quality visuals and artisanal touches to immediately communicate Argan oil's unique benefits and origin. Our critical objective was to Establish Authenticity & Credibility through elegance and transparency, building a cohesive platform that translates the brand's USPs directly into online sales and online presence.

The design objectives are...

My 6-Step Design Process

This 6-step process is a refined take on classic design thinking framework, enhanced with technical insights I got from my professional experience. I applied this framework across these 4 projects to ensure every design is rooted in a clear "why".

1. 1
   Brief

   Gathering Information

   Asking the right questions to extract what's in their mind

   I've learned that the secret sauce is asking the right questions early on. I try to read the client's mind to make sure I truly get their expectations before I even start connecting the dots, it's all about getting those essential clarity before the clients/stakeholders leave the room.

2. 2
   Research & Moodboard

   Keywords to Concepts

   Focus on keywords that are easy to visualize

   I take all that raw information and find the most essential and useful keywords. I specifically look for words that can be visualized such as physical objects or particular adjectives like "sporty," "vibrant," or "luxury." These keywords are very helpful for starting my moodboard and make sure the visual direction isn't just a guess, but a directly translated from the clients/stakeholders mind.

3. 3
   Ideation

   Solving the Puzzle

   Design is about solving problems, not just decorating a page

   This is where the real creative heavy lifting happens. I use the client/stakeholder's core problem as the main "anchor" for every single idea I try to generate. It keeps me from being distracted by the "designers dilemma" (a.k.a just making things look pretty). If a design choice doesn't solve a problem, it is not a design just decorating. I'm hired to make things work through high-level creative thinking.

4. 4
   Wireframe & Prototype

   Building the Foundation

   Structuring the logic makes the creative phase 10x faster

   Before I get into the visual design, I build the skeleton first. This step is fundamental because it forces me to think purely about information hierarchy and user flow. It doesn't only keep me on the right track when I finally open the design tools, but it also speeds up the entire process in the long run. By narrowing down the solution early on, I can make sure the final design is laser-focused on the project's objectives.

5. 5
   Visual Design

   Aesthetics with Intent

   Beauty is the hook, but intentionality is what keeps them engaged

   Now, it's time for inserting the visual soul to the solid skeleton. Years of experience in design makes me very fluent in implementing most of the design principals that matter such as hierarchy, contrast, and composition. But it's not just about looking "cool". Every choice is made to build a genuine emotional connection with the target audiences and answer the "why" behind the design.

6. 6
   Delivery

   The Presentation

   I don't just sell the design, I sell the logic that built it

   I never just show the final design out of nowhere when delivering the result. I walk the clients/stakeholders through the entire step-by-step process before showing the result. By presenting the research and logic first, I help the clients/stakeholders understand the "why" before they even see the "what.". It transforms the presentation from just a simple hand-over into storytelling the project which validates the end result.

Understanding the Variables

Before designing anything, I mapped out who Kayn is, what makes it different, and who it is really for. Getting these variables right up front is what keeps every later decision grounded in the brand and its audience.

First, I started researching...

Brand summary: Kayn Argan Oil is an Indonesian skincare brand specializing in high-quality argan oil sourced directly from a trusted traditional factory in Agadir, Morocco. The brand harnesses the benefits of pure, first cold-pressed argan oil — showcased in its best-selling essential serum and a new shampoo. Built on transparency, authenticity, and small-batch quality, Kayn set out to give Indonesian consumers natural, effective skincare rooted in Moroccan tradition.

User persona 1

Amelia The Discerning Housewife

Age 42 Husband income: $300,000+

"I value high-quality, natural ingredients and brands that are transparent about where they come from."

Amelia enjoys a comfortable lifestyle in a prestigious neighborhood in Jakarta. She prioritizes self-care and is always looking for effective yet gentle skincare solutions. Having tried various luxury brands, she's now leaning towards products with natural and potent ingredients. She appreciates brands with a story and a sense of authenticity, as it aligns with her desire for genuine quality over fleeting trends. She often researches ingredients and prefers brands that are transparent about their origins and processes.

User persona 2

Luna Wijaya Beauty Influencer

Age 26 $15,000 - $25,000 Single

"I look for authentic, effective products with a compelling story that resonates with my audience."

Luna is a vibrant and active young woman living in a trendy apartment in South Jakarta. Her life revolves around creating engaging content for her social media platforms, where she reviews beauty products, shares skincare routines, and explores new trends. She's always on the lookout for authentic and effective products that resonate with her audience, who value her honest opinions and recommendations. She seeks brands with a strong visual identity and a compelling story, as these elements translate well into engaging content.

The problem identification...

To ensure the final design drives tangible results, I first isolated the key challenges preventing an optimal experience. The following breakdown pairs these core pain points with deliberate, actionable solutions, setting a clear roadmap for how each fix will improve the product's performance.

The Design Showcase

About “The Level-Up Lab”