Wadi Paris is a premium men’s skincare brand born from a clear observation: the current market often fails to meet the specific needs of male consumers. Most products are overly standardized, lack transparency in formulation, rely on synthetic ingredients, and are rarely tailored to the unique physiology and expectations of men. In response, Wadi Paris introduces a refined, essential, and high-performance skincare routine that bridges nature and science — combining raw, powerful ingredients sourced from arid desert environments with the precision and excellence of French cosmetic expertise.

To accompany the brand’s launch, I was entrusted with the creation of its entire visual identity. This included the logo, the overall visual direction, and the packaging design for the first product line. The creative concept is rooted in the natural and cultural symbolism of wadis — the ephemeral rivers that shape the landscapes of North Africa. These intermittent waterways, which appear and disappear with the rhythm of the seasons, embody both resilience and transformation — values at the heart of the brand.

The logo reflects this inspiration through an elegant and fluid typeface, designed to echo the organic flow of water in motion. It is complemented by a custom graphic stamp, which serves as a mark of authenticity and expertise, subtly referencing the product’s origin and artisanal quality. In addition to the main logo, I developed compact typographic variations to ensure versatility across formats, adopting a clean and modular aesthetic influenced by Asian design systems, where men’s skincare is deeply embedded in daily culture.

The color palette plays a central role in the brand’s storytelling. It blends earthy tones — warm ochres, sands, and terracottas — with cool aquatic hues, such as mineral blues and muted greens. This visual duality mirrors the meeting of two worlds: the dryness and strength of the desert with the life-giving freshness of water. It’s a metaphorical and visual expression of balance — between intensity and softness, tradition and innovation.

Finally, I designed the packaging for the brand’s first two hero products — the Face Cream and the Hair Cream. These designs were carefully crafted to translate the brand’s core values into a tangible user experience. The result is packaging that feels modern yet timeless, emphasizing performance, naturalness, and understated sophistication, while standing out with a distinctive, masculine sensibility in an often generic market.