CROWNTHIEF is a premium cosmetics and wellness brand.
A complete brand concept: brand platform and visual identity designed by me; extensions produced quickly with AI.
Date:
2026
Role:
Branding - Art direction - AI design
Branding:
- Brand platform,
- Logotype & symbol,
- Visual world.
AI design:
- Art direction,
- Imagery & motion,
- Product extensions.
A brand that lightens the weight of everyday life.
The context
CROWNTHIEF is a concept brand of cosmetics and wellness rituals: “Living a less stressful life”. The goal: turn a promise of calm into a premium, coherent and memorable brand world.
The approach
The concept, the symbol, the logotype, the palette and the art direction come entirely from me. AI only handles the extensions: from my rules, it quickly produces the imagery, motion, packaging and social assets.
The symbol
A crow stealing the crown: the symbol of a life freed from its weight. A patinated serif logotype that inspires calm and distinction.
The visual world
A cinematic art direction: soft light, noble materials and a vivid yellow that signs every statement. The crown, an emblem of royalty, stands here for the weight of everyday life and its responsibilities; by stealing it, the crow sets you free. An understated, eco-responsible palette designed to limit ink use in print and footprint on screen.
The assets
From face serum to spa ritual, the identity extends onto the product and its case, with the same standards.
Digital & social
A consistent online presence: from the website to the Instagram feed, every touchpoint breathes the same atmosphere.
Art direction overview
One source, all your outputs: logo, imagery, product, social and web brought together in a single visual system.
The outcome:
A premium brand born from an art direction + AI workflow: coherent from symbol to touchpoint, produced faster and endlessly adaptable without losing its soul.
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