ART DIRECTION
CREATIVE DIRECTION
CONCEPT DEVELOPMENT

2019︎︎︎

Client
By Woops!

The idea (︎︎︎) Woops, known for its unconventional flavors that put an American twist on classic macarons, sought to find a balance between the macarons' small beauty with the wide range of unique ingredients and flavors they offered. This became the core behind the development of the brand's fresh visual concept.

"Break and Pattern" emerged as a solution, allowing to get an explosive portrayal of the brand's diverse flavors while capitalizing on the delicate nature of the macarons. Each time a Woops' macaron is broken or bitten into, it releases an explosion of flavor, offering a tasty experience of hitting the sweet spot that goes beyond just a single treat. Since the macarons were delivered in boxes of more than eight, I crafted patterns of flavors that ensured a visually cohesive presentation. Given the ever-changing seasonal flavors introduced by the brand, it became crucial to establish a concept that could be consistently replicated while maintaining a coherent visual identity.

_Pistachio & White Chocolate Macarron

_Coconut, Chocolate & Caramel Macarron

_Honey & Lavander Macarron

 _Key lime pie Macarron

_Cookies n Cream Macarron

_Mint & Chocolate Macarron

_Raspberry Tart Macarron

_Birthday Cake Macarron

_Red Velvet Macarron

EVERYTHING HAS A PROCESS
[ Or how did I sell this idea ]

By Woops tagline claims that You'll always know you', when treating yourself with one of their macarons. And we understood it literally to create the visual concept for all its flavors assets.

Kingsuji is the art of putting broken pieces together embracing the idea of building from imperfections to create something new and stronger. When hitting/bitting each of the products, as a pastry made from a soft shell, little pieces of it crumble, giving the possibility of use them as a compositive piece for the next visual. 

hit (︎︎︎)

pattern (︎︎︎)

Seasonal flavors play an important role for the brand. They develop a culture around the sense of anticipation. mistery seasonal flavors provide an opportunity for the brand to connect with customers on a deeper level, as they anticipate the limited-time availability of their favorite seasonal flavors. Visuals were used as divination games in social media.