Youtopia Collection

For this project it was my responsibility to direct the creative route for packaging designs and launch assets for the Youtopia Summer Collection. The main business objective was to foster engagement within the target Gen Z audience and secure a strong market position as an affordable brand with premium formulas. The creative concept has its roots in the Biofantasy trend that inspired the shades and formulas - we drew inspiration from the rainforest to create a highly stylised experience that blended organic shapes and patterns with man made touches. The campaign was a success, meeting all key metrics and sales targets and generating a substantial amount of user generated content featuring the collection.