Redefining beauty on e-commerce and social

The brief

Cultured Biomecare was reworking its brand to position itself as a high-end, boutique skincare line with a serious, scientific edge across its e-commerce and social channels. The brand’s earlier vibrant, playful imagery no longer matched the expectations of its target audience. The goal was to refine their visual identity, creating a more sophisticated and scientific aesthetic while still maintaining an approachable feel.

The challenges 

We faced numerous challenges during this project, starting with the massive volume of work required to replace the entire website. This wasn’t just a simple redesign; it was a complete e-commerce overhaul — structuring content, updating pages, and managing multiple crops, variations, and products across the site. 

On top of that, there were a few other hurdles: 

• The brand’s refreshed visual identity was still in development, so we had to remain flexible to align with ongoing updates. 

• With a short timeline for pre-production, we had to move quickly to develop the concept and secure the right models, crew, studio space, and props to fit the vision. But we’re no strangers to the hustle. 

• Finding the right balance between premium, science-driven imagery and a more relatable, accessible aesthetic was a tricky challenge in itself. 

And, of course, the project timeline was incredibly tight too, with final assets needing to be delivered within a week of the shoot. That meant fast turnarounds for editing and approvals at every stage. 

Our approach

We responded as swiftly as the brief required. Our approach included: 

Creative concept development

• Adopting a “clean and energising” aesthetic that aligned with the brand’s USP. 
• Focusing on premium minimalism with scientific overtones, using glass props, reflective surfaces, and backlit textures. 
• Avoiding overused motifs like lavender sprigs – favouring sleek, professional visuals. 

Pre-production

• Collaborating with the brand team to finalise shot lists and align on the refreshed BVI. 
• Securing four models from leading agencies, ensuring diversity and relatability. 
• Building a dual-rig setup to streamline the shoot: one for product photography and another for model shots. Discover more about efficient shoot methods in our Production Strategy guide.
• Selecting props such as petri dishes, droppers, and reflective glassware to reinforce the scientific narrative. 

Production

Running a two-day shoot, capturing video and stills simultaneously, maximising output and reducing significant time on set: 

• Product photography: 40+ compositions, including flat lays, hero groups, and close-ups with scientific props. 
• Model photography: 20+ premium shots with models interacting naturally with products. 
• Video content: Dynamic clips highlighting product application, such as pipettes, sprays, and creams in motion. 

Post-production

While ensuring every asset was polished to the highest standard, we kept retouching to a minimum. The products and models were left authentic, staying true to the brand’s commitment to unaltered imagery. 

The graded video assets were developed and delivered to work both as standalone pieces and as complementary elements when edited together, creating a cohesive brand presentation.