Kartell
“Where You Shine”
Art Direction & Storytelling
Role
Art Direction · Concept · CGI / 3D · Graphic Design · Editorial Design
Company
Veepee
Brand
Kartell
Context
E-commerce / Brand Campaign
Art direction and visual storytelling project developed for Kartell’s presence within Veepee’s e-commerce environment.
The challenge was to give the brand’s iconic products greater visual presence within a fast-paced digital platform, creating a distinctive campaign language through colour and light.
From symbol to colour
Drawing from chakra iconography,
the project translates seven energetic centres into a contemporary chromatic system.
Rather than reproducing the traditional imagery literally, it became a conceptual starting point for the art direction.
Each Kartell piece inhabits its own atmosphere, where colour, light and transparency evoke a different emotional quality while remaining part of the same visual language.
Chakra iconography, Kangra, Himachal Pradesh, India, c. 1820.
The visual direction was extended into product communication, translating the same colour system and visual hierarchy into editorial and e-commerce applications.
