Lucky Charms - Regular Animal

CAROLINA HERRERA LUCKY CHARMS
Copywriting, Editorial Design & Art Direction

For Carolina Herrera’s Lucky Charms collection, REGULAR ANIMAL developed an immersive educational experience that transformed fragrance training into a tactile journey through couture, storytelling, and sensory exploration.

Created for the Carolina Herrera team, the project reimagined the traditional training handbook as something far more participatory: an editorial object designed to be explored, annotated, interpreted, and experienced.

Rather than simply presenting olfactory notes and product information, the experience invited attendees to engage emotionally and creatively with the collection through color, symbolism, fashion, texture, and narrative.

Inspired by the world of Carolina Herrera couture and the visual language surrounding the Lucky Charms collection, REGULAR ANIMAL developed the project from concept to production, including the workbook itself, interactive materials, and the presentation system used during the educational seminars.

Designed with the sensibility of a fashion publication rather than a conventional training tool, the handbook combined editorial layouts, generous whitespace, couture imagery, and interactive exercises that encouraged participants to construct their own personal interpretation of the collection.

At the center of the experience was a printed workbook produced individually for each attendee.

Throughout the experience, fragrance became something to be explored beyond scent alone. Participants created moodboards, paired fragrances with dresses, reflected on emotional associations, explored color symbolism, matched charms to personalities, and engaged with tactile materials including stickers, swatches, scent strips, and color chips. The educational experience became simultaneously visual, physical, and emotional.

Each fragrance within the collection was translated into its own universe through flowers, colors, moods, charms, and storytelling prompts.

The project extended the philosophy of the collection itself — where fashion and fragrance coexist — into the learning experience, allowing attendees to navigate Lucky Charms through participation rather than observation.

The visual system balanced softness and sophistication with moments of bold color blocking inspired by Carolina Herrera’s couture language.

Typography, pacing, and composition were treated editorially, creating a rhythm that encouraged slower interaction and deeper emotional connection with the collection.

Beyond the workbook, REGULAR ANIMAL also developed the presentation materials used to guide the educational sessions, ensuring consistency across the entire experience and creating a cohesive narrative framework for the seminars.

The result was an educational tool that felt less like training and more like immersion: a collectible object designed to transform internal learning into memory, interpretation, and personal connection.