BAD BOY CAROLINA HERRERA
Art Direction, Editorial & Copywriting
Developed for the launch of Carolina Herrera’s Bad Boy fragrance, this press kit translated the duality at the center of the scent into a tactile and visual object inspired by music culture, masculinity, and collectible design.
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.