THE CHALLENGE —

Luxury skincare brand expanded into fine fragrances inspired by the founders' Moroccan heritage. Created with perfumer Jerome Epinette, the collection evokes Morocco's spice markets, shores, cities, and childhood memories.

I worked closely with both founder and perfumer to ensure we build a compelling storytelling for the launch. Packaging design was inspired by Moroccan traditional craftsmanship, it's famous beldi glass, artisanal mosaics and metal work. Art Direction for the shoot helped to bring the moodines and the transportive experience to life.

My Role —

Creative Concept & Strategy 
Creative Direction for Photo 
& Video
Launch Campaign
Packaging Design

PACKAGING DESIGN —

Artisanal fragrance storytelling would not be complete without homage to the artisanal craftsmanship of Morocco. The intricate patterns of the Golden Gates of Palais Royale in Fes served as inspiration for the packaging design. Elements of the tilework from the 12th century were lifted from images and turned into a pattern, executed as blind embossing.

Brass gates of what used to be a royal family home inspired the shape of the custom-made cap. Bottle color was inspired by the handcrafted Beldi glass, as another admiration of the country's rich culture and craftsmanship.

Illustrator: Rachael Marshall
Photography: Agata Pospieszynska, Aurelie Graillot, Daniel Rothman, Pedro Pacheco
Stylist: Betim Balaman