When you're an Art Director, you're often working within a framework already defined by a brand, a story, a set of codes. There's a kind of game in stepping into that mold and injecting something new into it. But sometimes, it feels good to reset everything. To imagine a brand from scratch. Between two client projects, I wanted to challenge myself once again in brand design. What if I created a spirits brand from the ground up? One that could serve both as a playground for exploration and as a showcase piece?
That’s how Monolith was born. A fictional cognac brand.I developed the brand universe, its visual world, and graphic identity.
Starting with the logo. Then came the bottle design, closely tied to the name: angular and twisted, almost architectural. From above, its shape echoes the rotation pattern of the logo. Finally, I wanted to break away from the usual “rustic luxury” codes. I looked elsewhere for inspiration, toward something more brutalist, even drawing on the aesthetic often seen in Japanese whisky brands.
To round it all off, I created a 3D motion video, conceived as a series opening title, highlighting the materials of the packaging and its sensory universe.
