QUL Beauty | Skin Experts — Wendy Lee Design Studio

QÚL / Skin Experts

Senior Brand & Graphic Designer | Packaging Expert

Over six years, I partnered with the company through multiple brand updates, retail expansion, and the launch of the Skin Experts spa from concept to franchise.

As the company evolved, Skin Experts became the spa brand, while QÚL Beauty by Skin Experts became its exclusive product line.

My role grew well beyond graphic design, touching nearly every customer-facing aspect of the business—from packaging and brand standards to retail environments, websites, presentations, and franchise materials; ensuring both brands worked together while maintaining their own distinct purpose and audience.

MY ROLE:

Brand Identity & Guidelines

As the brand evolved over the years, I refined its visual identity. I developed comprehensive brand guidelines, color systems, typography, and visual standards to ensure a cohesive experience across print, digital, retail, and packaging.

QÚL BLUU was an exploratory product concept created to test a new direction for the brand. I developed the brand and packaging guidelines, marketing materials and supporting presentations.

Product Packaging & Guidelines

Packaging systems, production artwork, and manufacturing-ready dielines across multiple product launches and brand updates.

NEW QÚL Beauty Brand Line Look

QÚL Lip Balm Product & Packaging Concepts

Marketing & Print Materials

Designed a wide range of print and marketing collateral that reinforced the brand across customer touchpoints, from promotional materials to everyday business essentials.

Retail & Environmental Graphics

Designed immersive retail experiences through environmental graphics, OOH, large-format signage, merchandising concepts, and branded customer touchpoints.

KUL /QÚL Into the Retail Space

As the company prepared to expand into retail, I helped bring the brand beyond the package by creating immersive retail concepts and customer experiences. From kiosk proposals to in-store wellness centers, my work focused on translating the brand into engaging physical environments.

My Role:

Retail concept development
3D visualizations and mockups
Environmental graphics
Large-format signage
Vinyl graphics
Merchandising layouts
Fixture and furniture sourcing
Presentation design

Although the full concept was not implemented, QÚL ultimately secured retail space in Curacao's wellness department.

QÚL Spa & Wellness Boutique

QÚL Spa eventually became what is now known as Skin Experts.

As the business explored expanding beyond retail products, I helped develop the visual concept for a branded spa and wellness boutique.

My Role:

This early work focused on translating the QÚL brand into a physical customer experience through space planning, environmental graphics, and retail merchandising.

Floor plans
QÚL Spa Boutique Logo
3D store renderings
Interior mockups

Concept Development

Skin Experts & QÚL Beauty

Retail Rollout

The concept evolved into Skin Experts; my focus shifted to supporting the retail environment through environmental graphics, merchandising, and in-store marketing materials.

My Role:

This early work focused on translating the QÚL brand into a physical customer experience through space planning, environmental graphics, and retail merchandising.

In-store signage
Window graphics
TV graphics
Merchandising guidelines

Pitch Decks, Presentations & Guidebooks

Developed presentation materials and brand documentation that communicated ideas, supported business growth, and ensured brand consistency across teams, partners, and franchise locations.

My Role