C by Claire's
Role: Product/Packaging Design & Creative Direction
2022-Ongoing
Client: Claire's Stores, Inc
C by Claire's
Role: Product/Packaging Design
& Creative Direction
2022-Ongoing
Client: Claire's Stores, Inc
As part of Claire’s Nicola Formichetti‑led rebrand, we translated the new creative direction into an entirely fresh category: bath, body, and fragrance. We developed a full line of over 20 SKUs—bringing the brand’s evolved aesthetic to life through products designed to feel collectible, nostalgic, and unmistakably Gen Zalpha.
Team — L. Claverie, W. Yee, P. T. Moss, J. de Klaver
We are
Gen Zalpha
Ava
@planetavaaa
15 💗 in my cyber princess era 💻✨
📍 location:
irl: bouncing between overpriced matcha spots & thrift stores
url: tiktok fyp, roblox world-building, pinterest moodboard that looks like a fever dream
💅 vibe:
97 lipglosses on my desk… i use 3
bows everywhere (hair, socks, emotional support water bottle)
i luv lowercase <3333
i say “this is so me coded” at least 8x a day
We asked Ava if she would shop at claire’s
She said no.
We asked her why
She said ‘maybe when I was 8’
(she didn’t answer the question)
(its ok, we were going to change that anyway)
Claire's is growing up 🥹
With Nicola Formichetti, the brand leveled up from tween glitter kits to full-on culture drops—popping up on TikTok, Roblox, and in curated in-store moments that felt more like experiences than shopping.
Claire’s rebrand wasn’t just physical — it expanded into the digital age. With a thriving Roblox world and metaverse activations, the brand meets Gen Zalpha where they live: in fully immersive, always-on digital spaces.
As part of the rebrand, we translated and expanded on Claire’s new creative direction into a fresh category: beauty. The goal: make the brand’s evolved aesthetic tangible — a full sensory extension of the new world.
💻💄💫
🤫
IRL Activation ✨
Educational
Tie-Ins: Trending sounds + ASMR
2024 Holiday Advert
C by Claire's
Role: Product/Packaging Design & Creative Direction
2022-Ongoing
Client: Claire's Stores, Inc
As part of Claire’s Nicola Formichetti‑led rebrand, we translated the new creative direction into an entirely fresh category: bath, body, and fragrance. We developed a full line of over 20 SKUs—bringing the brand’s evolved aesthetic to life through products designed to feel collectible, nostalgic, and unmistakably Gen Zalpha.
Team — L. Claverie, W. Yee, P. T. Moss, J. de Klaver