Salentos
Executive Creative Director
Luxury / Fragrance / Lifestyle
A brand developed around Salento, Colombia, translating landscape, culture, and materiality into a contemporary fragrance experience. The work spans identity, product, and positioning—establishing a system designed to evolve into a fully realized consumer offering grounded in authenticity and place.
Led all aspects of the brand, from concept and positioning to identity, product direction, and digital presence. Established the system as both a creative and strategic foundation for future growth, ensuring each element draws from the textures, climate, and atmosphere of Salento reinterpreted through a refined, contemporary lens.
Many fragrance brands rely on heritage or abstraction without a clear point of origin. Salentos is grounded in a specific place, using it as a source of narrative, material, and differentiation. This approach creates authenticity that competitors cannot easily replicate and establishes emotional connection beyond generic luxury positioning.
Place as composition. Each element of the brand draws from the textures, climate, and atmosphere of Salento, reinterpreted through a refined, contemporary lens. Rooted in origin, restraint over ornament, materiality as expression, consistency across touchpoints.
Rooted in origin
Restraint over ornament
Materiality as expression
Consistency across touchpoints
A minimal identity system supported by tactile cues, controlled typography, and a restrained color palette. Packaging, naming, and digital expressions work together to create a cohesive and scalable brand world that can grow into a fully realized consumer offering.
Brand strategy and positioning
Visual identity system
Packaging direction and product concept
Digital experience and brand presence
