SERVICES
Creative + Art Direction
Brand Identity
Digital + Print + Motion Design
Messaging
Packaging
PAPILLON
CLIENT
Papillon—French for butterfly—emerged from a desire to capture the quiet power of transformation. Rooted in metamorphosis, the collection reflects the evolving nature of identity, growth, and renewal. Each scent is inspired by nature’s most evocative blooms and essences, inviting a moment of imagination, self-discovery, and becoming.
We crafted the creative expression across brand voice, visual identity, art direction, website, and packaging. The numerical system on the outer packaging serves both function and symbolism—allowing clear product distinction while representing the three phases of transformation that define the Papillon universe.
ACT I — THE ESSENCE
Papillon was conceived as a fragrance experience shaped by transformation. Inspired by the butterfly’s metamorphosis, the brand explores change not as a single moment, but as a sequence of states—internal and external, stillness and motion, emergence and renewal.
To express this idea, the campaign is structured in Acts, allowing the story to unfold gradually, much like the process of becoming itself. Each Act represents a distinct emotional and sensory phase, guiding the viewer through the fragrance world with intention and restraint.
ACT II — THE OBJECT
ACT III — THE IDEA
ACT IV — THE MOMENT
ACT V — THE SENSES
ACT VI — THE EXPERIENCE
