Paramour was born as a response to a saturated and fragmented market. Instead of competing for space, the former Jalde chose to redefine its identity, creating a brand that values connection and growth. Inspired by the personal journeys of the women in its community of resellers, Paramour reflects the evolution, intimacy, and meaning each of them experiences throughout their paths.

My contribution included leading the creative direction of a multidisciplinary team of designers, photographers, animators, and 3D artists. I introduced elements such as handwritten texts that evoke a personal and intimate touch and crafted an artistic direction inspired by the understated luxury of hospitality. The goal was to create a visual and sensory identity that positions Paramour as an innovative brand deeply connected to its audience.

(This project was developed in collaboration with BCC, where I contributed as Creative Director)