Wellow is a self-initiated eyewear concept built around a simple idea: made for daydreaming. Sculptural chrome and translucent pink, green and yellow lenses meet a visual world inspired by Renaissance paintings.
The project spans visual identity, packaging, digital design and campaign art direction, bringing an expressive, dreamlike character to an everyday accessory.
The Challenge
Build an eyewear brand with a distinctive personality, starting with the products themselves. The challenge was to bring sculptural, contemporary frames into a softer, romantic world, then carry that contrast consistently across packaging, campaign imagery and the digital experience.
The Solution
Polished chrome, a vivid pink signature and expressive typography give Wellow its identity. Pastoral landscapes, delicate flowers and playful winged figures introduce a sense of daydreaming, while the three lens colours distinguish the collection.
The packaging brings this world into the unboxing experience, pairing a bold pink exterior with a painted landscape inside. Campaign imagery and a clean e-commerce concept extend the same visual language, using AI-assisted image creation to develop and refine the imagined products and settings.
Project Scope
Brand Identity & Packaging
Brand concept, visual identity, logo design, colour palette, typography, conceptual eyewear design and packaging design.
Art Direction & Digital Design
Campaign concept, visual research, AI-assisted imagery, product visuals, advertising applications and e-commerce interface design.
