Why do half the skincare and fashion brands launching this year look like they share the same designer?

Serif logotype, tight tracking, one accent color. ✅ It reads as elevated the first time. By the twentieth brand, it reads as a template, not a decision.

Safe typography isn't neutral, it's a choice too, sometimes one that avoids taking a position 🤭.

So I designed a set of mockups with custom letterforms built to argue the opposite: type with weight, texture, and enough attitude to hold its ground on a shelf full of quiet logos. 💅

What's the last fashion or skincare brand whose type actually made you stop scrolling?

That cap, texture and typography fits very well together. This really is different, yet safe. Good work!

SOLENE Paris pt. 2

SOLENE Paris is an elevated perfume house that creates fragrances that are designed to be an everyday luxury. I developed a brand identity rooted in restraint, featuring a chic wordmark, a neutral palette, and minimalist packaging.

The bottles were designed to feel less like a display piece left untouched on a shelf, and more like something you'd toss in your handbag and cherish as part of your everyday routine. Texture and natural image shots were incorporated to make the brand feel human, effortless, chic, and lived-in. The result is a brand that feels quietly luxurious and entirely timeless. SOLENE's fragrances are the kind of staple that belong in your everyday life, not just on display.

View the full project here

Premium Packaging 😍