For the launch of the Loewe's new packaging and branding redesign, we were asked to rethink the positioning of the brand and the USP with a 360 campaign focus on content.
What does Loewe stand for? What is the essence of this brand?
You can find the answers Under the Skin.
THE AIM Create a Global Campaign for LOEWE Perfums that communicates different perfumes under the same umbrella with a unique selling proposition.
THE CONCEPT #UnderTheSkin
Using the simile "la piel" (skin vs leather) we tried to question people about what is under the skin. What impulses drive is to create, discover, and try new experiences? What and where is the essence of human nature? Where do our feelings, emotions, and powers come from?
"Bajo la Piel" #UnderTheSkin, talks about the feeling and passion with which the products are made. It highlights the nature and the origin of this brand, Spain: a land full of flavour and tradition. It talks about the people, the craftwork and attention to detail. It talks about the quality of the essences used to create the perfumes and the way to do it.
CLIENT LOEWE Perfums, 2016
AGENCY HAVAS Sport & Entertainment
ROLE Concept, Creative Content, Art Direction
Video Concept (not commercial use)
IKEA - Assembly Guide for a Better FutureEditorial Design & Art Direction
Southbound e-bikesBrand Design & Art Direction
Unu HealthBrand Identity & Digital Art Direction
33 MachBrand Identity & Digital Art Direction
Mimar StudioBrand Identity & Digital Content creation
LoeweGlobal Brand Campaign
YSLBlack Opium Launch Campaign
XBankBrand Identity & UX/UI
Mercedes-BenzSLK Special Launch Actions
DisneyBeauty & the Beast Premiere
Armand BasiIn Me Launch Campaign
IQOSPink & Blue Launch Video
Full EarthPackaging Design