My role: Art Direction / Packaging Redesign / Creative Direction / Photoshoot Direction

Visit at: www.lovea.fr

Year: 2020 to 2025

Lovea, a French cosmetics brand owned by La Phocéenne de Cosmétique, is inspired by tropical islands and centered around Tahitian Monoi. The objective was to modernize the brand’s image across channels while honoring its core philosophy of simple, natural, and pleasurable beauty.

As Lead Senior Creative Designer and Art Director, I led the overarching art direction and conceptualized multi-channel campaigns spanning print and digital touchpoints. I directed the redesign of the product packaging line and managed brand photoshoots to produce high-impact imagery for new product launches, establishing a vibrant, cohesive identity that elevated the brand’s visual presence.

Sponsorship

Lovea signed a sponsorship for Héloïse Pégourié, a young french kitesurfer. The brand wanted to give Héloïse’s van an embossing that would reflect her dynamic personality and also the identity of the brand.

The brand innovated with a new kind of product in their catalog : a multipurpose cream for all the family with a unique whipped texture.

The goal was to create a packaging that reflected all the benefits of the product without losing the brand identity. I created multiple visuals across different channels :

• A Video as part of the launch campaign for social media and Amazon advertising.
• In-store signage, from a roll-up to advertising

Sun Care Line

The goal: Redesign the packaging of the Sun Care line. The packaging needed a more modern, lighter, and fun look to better reach their target audience in retail without losing the essence of the brand, and keeping it recognizable for customers. After some customer studies, I suggested an approach with less information by removing icons in the lower part of the label, a more refreshing visual of the Monoi flowers, and highlighting the SPF Protection and product benefits (waterproof, level of protection, type of product).
Photography by Patrick Urvoy