The Rochas team commissioned us to bring their new fragrance Girl to life through the creation of a unique visual identity and graphic design for the bottle and the packaging, successfully uniting a new generation of conscious femininity. Our answer is an ode to freedom, joy and energy, celebrating a new inclusive mindset. The art direction embraces a blue sky full of hope, sunrise lighting and natural shadows, wind of change, natural off-white textures, no horizon-infinite possibilities and drama for action-low angle. We were tasked to create a modern and sophisticated design solution, expressed across the Girl’s visual identity and secondary packaging. A “less is more” approach with two bold colors, an inviting font for the logo, bringing a sense of trendiness and appeal to the luxury category codes while conveying a conscious and responsible mindset, which was a key element to Rochas target consumer.