KEVIN.MURPHY Holiday 2023
The holiday campaign for 2023 - A Love Language of Hair - is a collection of 8 curated boxes, promoting classic hair regimens, each targeting specific hair needs and encouraging people to embrace their unique style.
I worked closely with the marketing, supply and regulatory teams to create the campaign’s branding and packaging from concept to completion. The goal was to design packaging that felt festive but not tied to traditional holiday themes, making it inclusive and extending its shelf-life beyond the season. These special edition boxes were sold worldwide in salons that carry KEVIN.MURPHY.
Creative Direction - Larry Paul
Art Direction - Briana Espinosa
Graphic Design - Martyna Marcenkovaite
Product Photography Art Direction - Martyna Marcenkovaite
Product Photography Styling - Andrew Spargo
Model Photography - John O'Rourke & Reuben Gates
Each box featured a model with beautiful hair styled in an elegant outfit, representing a festive season. The models appeared as if gazing through a ‘window’, enhanced by spot gloss UV varnish applied on key graphic elements. This glossy detail applied on soft-touch coated cardboard added a sense of depth and dimension as well as a tactile feel.
We used a tonal and minimal colour palette to keep the focus on the models. The large cut-out circle shapes further emphasised and highlighted the models’ hair. Abstract bubble motifs subtly hint at snowballs while adding dynamic visual interest without being too literal.
The back of each box offered an alternate model image for versatile display options in salons.
The product photography art direction was influenced by the challenge of working within extremely tight deadlines, limited photo studio availability and a constrained budget. Embracing these limitations, we chose a minimalist approach and captured two dynamic sets: overhead-angled and straight-on shots. Low-angled lighting was used to create dramatic deep shadows to add intrigue. The images were utilised to tell a cohesive visual narrative for both print and digital platforms.
