MARIS AZUR — Creative Direction: The Psychology of Blue For this concept, I didn’t want blue to f...

MARIS AZUR — Creative Direction: The Psychology of Blue For this concept, I didn’t want blue to f...MARIS AZUR — Creative Direction: The Psychology of Blue For this concept, I didn’t want blue to f...

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MARIANA SUKHANOVA

• Sep 9

MARIS AZUR — Creative Direction: The Psychology of Blue

For this concept, I didn’t want blue to function simply as a colour. I wanted it to become an emotional language. Blue has a fascinating psychological contradiction. We associate it with calm, clarity, trust and openness — but it can also feel distant, mysterious and almost untouchable. That tension became the foundation of MARIS AZUR. My inspiration came from the relationship between three forms of blue: the human eye, the Mediterranean Sea and crystal glass. #AICreativeDirection #LuxuryAdvertising #PerfumeCampaign #FragranceDesign #VisualStorytelling

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Artur Mikhov

pro

• Sep 9

Eye, sea and glass is a good triad because all three are blue you look through rather than blue you look at. What usually decides which side of your contradiction a viewer lands on is the temperature of the light around the blue, not the hue itself — cold light and it reads clinical, warm light and the same value reads intimate.

Aleksandar Coric

• Sep 3

When the ambition of a brand changes, its identity has to evolve with it. The original identity had a clear starting point, but as the company prepared to launch its product and enter conversations with investors, it became clear that the visual language no longer reflected the brand’s ambition. For Bewy, we moved away from a literal and playful visual language toward something more refined, credible and future-oriented. The new identity is built around three ideas: space, letter B, and progress. A visual identity designed to reflect where Bewy is going, not where it started.

Completed work