Chassàddi

End-to-end brand identity, packaging system, digital design, and lifestyle photography curation for Chassàddi, a luxury beauty and lifestyle house, developed in collaboration with circletree.

Chassàddi was conceived as more than a cosmetics line—it was built as an aspirational, luxury universe centered on elegance, confidence, and unapologetic glamour. Collaborating with circletree, the objective was to define and execute every visual touchpoint of the brand, seamlessly integrating physical product presentation with high-fashion lifestyle curation.

The visual foundation is built on an interlocking "CH" monogram and a sophisticated typographic hierarchy. Anchored by a timeless palette of jet black, stark white, and rich jewel-toned color blocks, the packaging system for the launch matte lip kits balances dark, moody portraiture with sharp, functional product architecture on every box.

Beyond identity and physical collateral, I designed the digital experience and directed the visual lifestyle narrative. The e-commerce platform merges editorial storytelling—incorporating private aviation imagery, black-and-white portraiture, and high-contrast campaign photography—with clean product showcases to position Chassàddi as a premier house of modern luxury.

01 / CHALLENGE

Building a luxury beauty and lifestyle brand from the ground up required translating the founder’s vision into an identity that felt instantly prestigious, seductive, and high-fashion. The challenge was crafting an all-encompassing world around Chassàddi—spanning brand strategy, packaging, digital design, and editorial imagery—that resonated with an ultra-discerning audience.

02 / APPROACH

In agency partnership with circletree, I led the full visual direction and brand system build. I designed a bespoke interlocking monogram and high-contrast typographic pairing (Didot and Proxima Nova), developed tactile cosmetics packaging, and directed editorial lifestyle photography and web design centered around a jet-set aesthetic.

SERVICES / DELIVERABLES

Brand Identity / Logo Design / Art Direction / Web Design / Packaging Design

OUTCOME / IMPACT

Established a sultry, elevated luxury brand presence that seamlessly bridges cosmetics and aspirational lifestyle storytelling, giving Chassàddi a distinct, high-end edge in the competitive beauty market.

PROJECT CREDITS

Agency — circletree Creative Direction — XPLORNG Design & Art Direction — XPLORNG

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Independent creative studio — Dallas / Worldwide

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