designed by

raphaelsky

work

my process

about

contact

designed by

raphaelsky

work
my process
about
contact

designed by

raphaelsky

work
my process
about
contact

From a Product List to a Premium Brand Experience.

Designing the complete B2B product catalog for Soleo, a professional tanning cosmetics brand.

The Overview

My task was to transform a standard B2B product list into a high-end, tangible brand experience that feels as good as the products themselves.

My Role

Lead Designer

Editorial Designer

Scope

Art Direction (Print)

Print Production Prep

Editorial Design & Layout

Tools

Adobe Illustrator

Adobe Photoshop

Project Type

Client Project

How to Sell a Feeling, Not Just a Bottle.

How to Sell a Feeling, Not Just a Bottle.

Product catalogs often end up as boring, technical spreadsheets. The challenge for Soleo was to create a B2B catalog that felt like a premium, B2C lifestyle magazine. It needed to inspire and educate salon owners, not just list products.

Product catalogs often end up as boring, technical spreadsheets. The challenge for Soleo was to create a B2B catalog that felt like a premium, B2C lifestyle magazine. It needed to inspire and educate salon owners, not just list products.

A "Magazine" Feel with a Logical Flow.

I designed the catalog as a strategic brand journey for the salon owner:

The "Why" (The Hook): We don't start with products. We start with beautiful, aspirational lifestyle photos and a clear brand story ("Why Soleo?", "I choose Soleo").

The "Why" (The Hook): We don't start with products. We start with beautiful, aspirational lifestyle photos and a clear brand story ("Why Soleo?", "I choose Soleo").

The "How" (The Logic): Next, we educate. The "Tanning Stages" spread is a crucial UX element that helps the user understand the product ecosystem.

The "How" (The Logic): Next, we educate. The "Tanning Stages" spread is a crucial UX element that helps the user understand the product ecosystem.

The "What" (The Products): Only after building trust and providing value do we introduce the product lines, organized clearly and beautifully.

The "What" (The Products): Only after building trust and providing value do we introduce the product lines, organized clearly and beautifully.

A Premium, Tangible Sales Tool.

The final result is a clean, elegant, and beautifully structured catalog that functions as both a brand-building piece and a hard-working sales tool. The clean typography, premium photography, and logical flow work together to elevate the Soleo brand and empower its B2B partners.

The final result is a clean, elegant, and beautifully structured catalog that functions as both a brand-building piece and a hard-working sales tool. The clean typography, premium photography, and logical flow work together to elevate the Soleo brand and empower its B2B partners.

Let's build something
that works.

raphaelsky

raphaelsky.studio@gmail.com

raphaelsky.studio@gmail.com

© 2025 Raphaelsky

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