Branding and Art Direction for CFDA award-winner Devi Kroell by Axel BBranding and Art Direction for CFDA award-winner Devi Kroell by Axel B

Branding and Art Direction for CFDA award-winner Devi Kroell

Axel B

Brand Design

Brand Strategist

Packaging Designer

Adobe Illustrator

Adobe InDesign

Adobe Suite

Video Streaming

Brand Direction for CDFA award-winning Devi Kroell

When CFDA award-winning designer Devi Kroell sought to elevate her brand's visual identity, we embarked on a multi-year journey to refine and amplify her unique aesthetic. Known for sculptural accessories crafted from exotic materials, Devi Kroell's designs demanded a visual language that was equally sophisticated and understated.

Our challenge was to create a cohesive visual identity that could flex across diverse touchpoints - from high-end packaging to digital platforms, and from editorial shoots to in-store experiences. We crafted a minimalist color palette of Onyx Black, Gris Light, and Champagne, mirroring the brand's commitment to refined luxury. The typographic system, featuring Copperplate and Bell MT, added a touch of timeless elegance. As art director, I oversaw every visual aspect, ensuring each element - be it a lookbook, an ad campaign, or a website - embodied Devi Kroell's architectural approach to design. The result was a visual identity as meticulously crafted as the brand's accessories, helping to position Devi Kroell as a beacon of understated luxury in the competitive world of high-end fashion.