Graphic Design - Affaire de Famille

Overview:
Affaire de Famille is the new apparel and lifestyle brand launched by Les Raffineurs. To bring this brand to life, a full creative concept was developed from zero shaping a unique and timeless identity.

Creative direction:
From naming and tone of voice to logo design, color palette, packaging, print, and web design, every element was crafted to express the brand’s values: heritage, modernity, and effortless style. The result is an emotionally universe that positions the brand with a mix of tradition and contemporary lifestyle.

My role:
I led the visual and conceptual development of the brand. This included defining the brand’s graphic codes, creating all key assets: tags, labels, packaging, and concept. Ensuring consistency across every touchpoint, the brand identity was built to be creative, attractive and colorful.