Caelum — Concept project (fictional brand)

Caelum isn't a real product. It's a self-initiated portfolio piece — a fictional daily collagen gummy I built end to end to practise taking a clinical category and giving it clean-beauty desirability.

The name (Latin for "sky") set the direction: clarity. Skin, clear as sky. Form came before colour — I skipped the generic supplement jar for a sculptural asymmetric bottle, with a wide mouth for the gummies and matte soft-touch plastic instead of glass (glass would've been dishonest for something you open every day — the luxury is in the touch, not the shine).

The campaign was directed through my Augmented Art Direction approach: AI as a precision instrument under tight direction, then unified by hand in Affinity so the set reads as one campaign.

Real question for you: does the matte plastic feel more premium than glass here, or less? Curious where people land. 👇

Design & direction: Vidrio.

These are some sick visuals Andreu, good job! 😍

Sometimes the best ideas come from thinking clearer not necessarily harder. When I made this concept, I was trying explore the visual distance between the noise and the work. From my experience, a lot of times it's better to have clarity and space to breathe rather than overwhelm the users with information, which is what a lot of founders are trying to do. That's how I came up with: Find the gap. Close the distance.