open the jewerly box of: claudine

For Claudine, the creative direction was shaped by the gap between the brand’s existing content and the world it aims to represent. The content leaned heavily into Gen Z trends such as matcha, pilates and a playful bright pink girly aesthetic, while Claudine’s target audience called for something more timeless, refined and classic.

The new direction is built around the brand’s storytelling, with nostalgia, family, memories and heritage at its core. These ideas were translated into the broader lifestyle of the target audience through themes such as fashion, beauty, wellness, food, hospitality and luxury destinations creating a connection with the world of the target audience.

Visually, the direction retains the feminine character of the brand, but gives it a more chique and timeless expression. Mainly green is used as a recurring visual element within the brand’s visual identity, alternated with pink and cream. From these themes we created creative concepts that bring the Claudine world to life.