LÉ-RI is a minimalist skincare brand built for sensitive skin, positioned around restraint and ritual rather than active ingredients or clinical claims.

The identity centres on a warm, apothecary-inspired system: an embossed wordmark across soap and packaging, a numbered step system (01/02/03) pairing each product with its function, and a warm amber palette that reads as considered rather than decorative. Ingredient language stays plain - rice water, oat, white musk - under the line 'Gentle, always.'

Campaign photography was generated and directed with AI, extending the identity into lifestyle and product imagery without a physical shoot.