Concept & Storytelling
Building a narrative universe : To transcend the classic product catalog, I developed a strong visual identity based on the "Trick or Treat" duality. This approach opposes two complementary art directions: a dark and mysterious aesthetic (Horror) facing a pop and bright universe (Party).
Transmedia Deployment : This narrative thread created total visual coherence between print, packaging and digital. The goal was not just to inform, but to immerse the professional in an engaging brand experience, transforming product selection into a playful journey.
Digital Experience
Interactive Design : Design of an enriched e-catalog where static graphics come to life. The integration of Motion Design (GIFs, Videos) punctuates the reading flow and stages flagship products.
Reading Comfort (UX) : In-depth work on visual hierarchy to avoid cognitive overload. The layout airs out dense content to leave room for images and imagination.
Immersion & Craft
Prop Design : For the showroom and merchandising, I pushed the detail to creating potion labels with questionable content ("Purée de Cerveau", "Mille-pattes") whose purely decorative nature remains to be proven. The goal was to create a strong diegesis: products aren't just placed there; they belong to the universe.
Textures & Typography : Use of aged textures and vintage typography to anchor the packaging in an authentic and qualitative register, contrasting with the ephemeral nature of seasonal products.
Direction & Synergy
Leadership & Rigor : As Lead, I mentored a junior designer while ensuring industrial compliance. I locked the production schedule for sending execution files to allow suppliers to launch production and shipment on time.
360° Collaboration : Simultaneous deployment on all fronts. In parallel, I worked with the web designer on creating video assets, while supporting the sales team to stage the showroom and highlight samples upon reception.
Assessment & Vision
Brand Upscaling : This project demonstrates my capacity to take a standard commercial brief (seasonal products) and elevate it to a premium brand experience through strong visual storytelling.
Perspectives (Gamification) : To go further, the next step would be to connect the interactive catalog directly to the e-commerce cart. The idea: transform the act of purchasing into a digital "treasure hunt", definitively fusing gaming and retail.