THE CHALLENGE

Vogue Eyewear approached me to design a summer campaign to be activated across retail spaces in Italy. The concept needed to blend the spirit of the season with the world of tarot in a way that felt fresh, young and relevant to a Gen Z audience. The goal was to create a key visual that could be adapted across a wide range of physical touchpoints, from product packaging to event materials, while maintaining a cohesive identity.

How might we translate symbolic, historic themes like tarot into a visual language that feels playful, inclusive, and culturally relevant today?

THE OUTCOME

Instead of reinterpreting traditional tarot cards, I created a series of original characters that embodied classic archetypes through a playful and contemporary lens. These illustrations were used across multiple campaign assets, including collectible cards, box packaging, pouches and even ice cream carts. The visuals were also featured in retail events where customers could explore the campaign through custom-designed displays and receive live tarot readings.