ART DIRECTION, CAMPAIGN BRANDING, PHOTOGRAPHY
CURATED LIKE COUTURE
ART DIRECTION, CAMPAIGN BRANDING, PHOTOGRAPHY
CURATED LIKE COUTURE
ART DIRECTION, CAMPAIGN BRANDING, PHOTOGRAPHY
CURATED LIKE COUTURE
OVERVIEW
Erewhon isn't really a grocery store anymore. It's a status symbol, a wellness ritual, a whole personality. Somehow, the brand's visual identity never quite caught up to what it had already become in culture.
Curated Like Couture is a concept campaign built around that gap. What if Erewhon looked as intentional as it feels?
Erewhon isn't really a grocery store anymore. It's a status symbol, a wellness ritual, a whole personality. Somehow, the brand's visual identity never quite caught up to what it had already become in culture.
Curated Like Couture is a concept campaign built around that gap. What if Erewhon looked as intentional as it feels?
THE CONCEPT
Erewhon and fashion houses are doing the same thing. Meticulous sourcing, impossible standards, charging prices that make people pause, and then pay anyway. That parallel felt too obvious to ignore.
So chard becomes a headpiece. Dish gloves become runway-worthy. The tagline "Curated Like Couture" frames Erewhon not as a store you shop at, but as a standard you live by. Supporting lines like "Yes, even doing the dishes feels like couture" push the idea into everyday life without losing the edge.
Erewhon and fashion houses are doing the same thing. Meticulous sourcing, impossible standards, charging prices that make people pause, and then pay anyway. That parallel felt too obvious to ignore.
So chard becomes a headpiece. Dish gloves become runway-worthy. The tagline "Curated Like Couture" frames Erewhon not as a store you shop at, but as a standard you live by. Supporting lines like "Yes, even doing the dishes feels like couture" push the idea into everyday life without losing the edge.
DELIVERABLES
Campaign concept & tagline
Brand positioning
Photography
Billboard / OOH design
Magazine spread layout
Social media content
Campaign concept & tagline
Brand positioning
Photography
Billboard / OOH design
Magazine spread layout
Social media content
MORE PROJECTS
MORE PROJECTS