CONTEXT

Astoria is a fictional high-end skincare brand inspired by the iconic 90s New York aesthetic. The visual identity draws from that decade's signature atmosphere: warm lighting, film grain, supermodel silhouettes, and an effortless, "nonchalant" attitude.
The brand positions itself as a premium, sensory, and urban skincare line, blending skin efficacy with a high-fashion aura.

CREATIVE STRATEGY

To build the identity, I developed a comprehensive moodboard centered on autumn in 90s New York, merging fashion culture, street photography, and seasonal softness.
This universe guided the entire art direction:
— Naming inspired by the Astoria neighborhood, rooted in a New York soul.
— Creation of a logo and a typographic identity that is both elegant and retro-modern.
— Development of a warm and textured photographic universe (grain, golden light, attitude).
— Execution of a campaign key visual featuring 90s codes with a contemporary edge.
— Creation of secondary visuals (model & still life) to diversify the content.
— Design of shop interiors and accessories (including a shopping bag), maintaining a seamless fashion and editorial aesthetic.

The result is a subtle balance between intentional nostalgia and modernity, expressed through a premium aesthetic vocabulary.

THE RESULT

Astoria unfolds a strong, warm, and sophisticated identity that reinterprets 90s imagery without falling into pastiche.
The brand communicates consistently across all touchpoints (campaign, retail, packaging, editorial visuals), offering an immersive and aspirational experience.
The visual universe evokes a sense of timelessness while asserting an urban, fashionable, and premium character.

Outils utilisés :

Adobe Photoshop, Illustrator et Indesign

IA : Midjourney and Nano Banana Pro