Auteur
// Naming //

A high-end skincare brand emerged from the luxury labs of Germany needing a name.

Something chic, something beautiful

A naming brief is one of my favourite kinds and this one was on a timeframe.

I was given a day to concept a bunch of different directions that would encapsulate the spirit and vision of a very high-end, luxe skincare brand being developed in Germany.

What is people’s relationship with luxury? What does their vanity say about them? Beer marketers often say, ‘your beer is your badge,’ so why couldn’t the same be said for high-end skincare for luxury travellers? What if we made them feel like an expert in their own field?

In this project, I concepted several different naming and conceptual routes in a creative sprint, landing on ‘Auteur.’

  • “A masterclass in something like naming. I can forsee I’ll be borrowing extensively from this work in times to come.”

    — Freelance client

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