BAD BOY CAROLINA HERRERA
Art Direction, Editorial & Copywriting
The concept explored a character suspended between opposites
Rebellious yet refined, spontaneous yet controlled, somewhere between the raw attitude of rock and the timeless elegance of jazz clubs and classic tailoring. Rather than approaching masculinity through conventional luxury codes, the project leaned into contrast, tension, and imperfection.
The kit was conceived in the format of a 30 × 30 cm vinyl record sleeve, transforming the unboxing experience into something closer to opening a cult album than a traditional fragrance launch. The square proportions immediately referenced music memorabilia and collectible objects, reinforcing the fragrance’s connection to rhythm, nightlife, and performance.
The packaging incorporated torn and distressed graphic elements throughout the composition.
Ripped textures, fragmented surfaces, and layered materials introduced a sense of friction and unpredictability, visually echoing the disruptive energy of the Bad Boy universe. The tension between these rough interventions and the overall restrained, minimal art direction created a balance between chaos and sophistication.
Inside the kit, a minimalist poster extended the narrative through reduction rather than excess. The sparse composition allowed typography, texture, and attitude to carry the communication, creating a piece that felt more editorial than promotional.
Rather than functioning as simple packaging, the press kit was designed as a cultural object: something meant to be opened, handled, collected, and remembered.
The project approached fragrance communication through the visual language of music, transforming the launch into an experience rooted in mood, identity, and atmosphere.
“Designed somewhere between a fragrance launch and a cult vinyl release.”
“Masculinity expressed through tension, texture, and controlled disruption.”
“A press kit that felt less like packaging and more like an object from music culture.”