Client: Concept Project (Brief by Martina Flor)
Industry: Luxury Fragrance / Fashion
Duration: 3 weeks
Industry: Luxury Fragrance / Fashion
Duration: 3 weeks
Scope of Work: Lettering design | Packaging concept | Visual identity exploration
This project was a self-initiated exercise responding to a creative brief for Marc Jacobs’ Daisy fragrance. The challenge was to design a special spring edition gift box featuring the quote “Bloom Wildly”—a message that invites customers to embrace inner beauty and flourish with confidence.
The identity needed to balance the sophistication of a luxury fragrance with a fresh, feminine, and whimsical spirit inspired by spring.
I approached the project as if it were a live client commission, moving through structured phases:
Research: Studied Daisy’s existing packaging and its brand identity to understand design codes, their audience, and typography trends.
Mood Boards & Keywords: Collected inspiration around spring, renewal, and floral motifs. Keywords like growth, beauty, and confidence anchored the visual direction.
Sketching & Iteration: Explored multiple lettering styles, merging sans serif structures with delicate flourishes to balance boldness with grace.
Refinement: Tested layouts that incorporated ornamental elements while ensuring legibility and elegance on a gift packaging surface.
The final design features a hand-drawn lettering composition for “Bloom Wildly”, combining clean sans serif foundations with fine ornamental details. This blend communicates both strength and delicacy, mirroring the dual qualities of femininity and wild beauty.
The lettering was framed within a layout concept for the Daisy packaging, envisioning how it could appear on a deluxe gift box edition. The result is a premium yet playful design that feels aligned with Marc Jacobs’ aesthetic while celebrating seasonal freshness.
Results & Impact
• Although a conceptual project, the process demonstrates my ability to:
• Translate brand values into a cohesive lettering-based visual identity.
• Apply structured research and iteration methods to a realistic client brief.
• Design for luxury packaging with attention to typography, storytelling, and detail.
2025
Role: Lettering artist and Designer
Contributors
Big Ampersand | Lettering community
