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Andreu Martínez
VIDRIO| Creative Atelier & Art Direction by Andreu Martínez
L'IRON is a brand identity for a modern French waffle house, created for the Designerbriefs weekly challenge (Brief 181). The logo is traced from the plate of a 1920s heart-star waffle iron: five hearts, five letters, L' · I · R · O · N. It works as a hand-stamped seal paired with loose blue marker notes, bringing an old iron craft into a café that feels young, warm and a little cheeky.
The project covers the logo, menu, packaging and a flash-lit, analog-style photo series.
Would you order a waffle from L'IRON? I'd love to know what you think of the logo and if it fits the brand.
See the full project on Instagram: https://www.instagram.com/p/Dd63blwDh7M/?utm_source=ig_web_copy_link&stkn=MzRlODBiNWFlZA==
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182
Seht — Haircare Product Photography
Seht is a dermatologist-tested, fragrance-free haircare brand. The client came to me with a clear vision: a moodboard of minimal, editorial product photography for their shampoo and conditioner, and a request to create images in that spirit without copying any of them.
The brief was clear, but it pulled in several directions: liquid in motion, foam, motion blur, dark still lifes, bright editorial rows. So before shooting anything, I built a short visual guide to hold the series together. It sets a three-tone palette, typography, camera and lighting rules, and one core restriction: only the product, its own formula, water and light in frame.
From that system I produced a set of 10 campaign images, plus extra frames for social. Each one was built from the client's references, then refined through retouching so the bottles, labels and formula textures stay true to the real product.
The result is a set that feels like a single campaign rather than ten separate photos, and a visual language the brand can keep building on.
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21
1.5K
DUNA — Lighting brand identity (self-initiated)
A full rebrand of Lab des Sens Atelier, a Spanish workshop that hand-weaves lighting in natural fibre.
Every piece in their catalogue is named after a Spanish beach — Portlligat, Riazor, Zarautz. The brand itself was named in French. That gap was the whole project: new name, logotype, colour and type system, two collections, bilingual copy and a full set of campaign imagery, all built on one territory — the light of the Spanish coast.
Every image was art-directed before it was made, then generated and finished by hand.
Claude · Higgsfield · Photoshop · art direction throughout.
Unsolicited concept, not affiliated with the brand.
Does the direction land for you? Curious to hear what you'd have pushed further.
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1.4K
Nórd — Brand identity & campaign for a fictional alpine optics brand
Nórd isn't a real product. It's a self-initiated portfolio piece — a fictional high-performance ski goggle brand I built end to end: naming, logo, brand system and full campaign. The goal was to take technical winter gear and give it the restraint and desirability of a luxury fashion label.
Process
As always, analysis before execution. I studied the codes of technical eyewear and alpine editorial — cold light, mirrored lenses, balaclava styling — and anchored everything to one idea: clarity in the whiteout. The name Nórd (north) drove the system, and the accent over the Ó became a "north tick" — a diacritic that doubles as a compass mark, the single spark of colour in an otherwise monochrome identity.
I built a mini brand manual (logo, colour, typography and an "N-System" of model and temperature codes like N-09 / −09°), then art-directed a full editorial campaign across registers — heroic low-angle portraits, cold atmospheric product shots and clean packshots — tied together by one visual system.
Direction & craft
Imagery was produced through my Augmented Art Direction approach: AI used as a precision instrument under tight creative direction, then refined by hand so the set reads as one campaign, not a folder of generations.
Deliverables: naming & verbal identity · logo & brand manual · art direction · full campaign · retouching · copywriting.
Design & direction: Vidrio.
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