GLAM
BRAND
Client: Luvella
Year: 2026
Role: Creative Direction & End-to-End Execution
Luvella started with a pretty specific challenge. The product lives in a medical space, but the brand didn’t want to feel clinical. It needed to feel playful and a little feminine, without alienating male injectors—and still carry a sense of authority and trust.
The name itself, Luvella, is a mix of love and beauty, so I leaned into that contrast. I developed a logo built around a heart-shaped mascot named Lulu. It gives the brand personality, but still holds up in a more professional context.
From there, everything extended out as a system. The packaging was designed to function as both product box and mailer, so there’s no extra wrapping—what you receive is the brand. I built a pattern using a visual language of injector tools, but treated them in a way that feels a bit cheeky and unexpected. That pattern carries through the interior of the box and into the tissue paper, so the whole experience feels considered without being overworked.
The site follows the same thinking,simple, direct, and focused on conversion. You can understand the product and buy it immediately, without digging through layers.
Since the product is new, one of the biggest needs was showing how it actually works. I shot a stop-motion piece to simulate different injector workflows, built a custom track to drive the pacing, wrote the script, and even voiced it using an AI clone of my own voice. It let me control timing and tone in a way that felt consistent with the brand.
Overall, the direction nods to old Hollywood glamour but stripped down and updated. Something that feels polished and confident, without taking itself too seriously.