Smoothies — DTC skincare
A homepage concept for the wrinkle-patch brand: the product is the shelf, and the layout follows it.
Unsolicited concept. Not affiliated with, or commissioned by, Smoothies.
Nothing here to invent
The brand's wordmark runs pink to peach to green to blue to lilac — and its five cartons match it, one hue per patch shape. So the page's palette was sampled pixel by pixel from the client's own artwork; there was nothing here to invent. Each patch variety gets a band of its carton's color, and the wordmark and cartons appear untouched, at native resolution.
By zone of the face, not by price
The page opens with a drawn map of the four places a face creases, and sends each one to the patch shape cut for it. Product copy uses the client's own terminology for the material — the difference between a page about your product and a page about a category — and wear-time claims match the client's own instructions page, because a homepage and an instructions page that disagree is how returns start.
A page that argues for its own product
Each of the five color bands carries a woman of a different decade, thirties through sixties — deliberately. The product is for faces that move, and a page that only shows unlined thirty-year-olds argues against itself.
Chosen by elimination, in writing
Display is Gabarito 700 — it echoes the roundness of the client's logo without imitating it — over Instrument Sans for body. The rejections carry the reasoning: Fraunces and Instrument Serif read as another sector's voice; Playfair Display is a template reflex; Poppins and Nunito flatten the brand to generic DTC; Inter is everyone's default. A face earns its place by surviving the elimination, not by being liked.
Measured against the painted background
Every word was measured against the color behind it: all 132 blocks of text on the page pass AA, the worst at 5.0 to 1. Scroll reveals run on IntersectionObserver — never a scroll listener — and respect reduced-motion. The mobile menu closes from the keyboard. The layout holds to 320 px, and the main call to action was verified inside the fold on four viewports.