“SHE FINDS STRENGTH IN THE UNITY OF ELEMENTAL FORCES” is the central theme of the new collaboration between two brands, where each piece reflects one of the forces of nature. The EKONIKA x YULIAWAVE collection explores womanhood through the fusion of four elements—each wearer’s personal choice reveals a special connection to an element, unlocking her hidden inner strength.




My role included:

           Art direction of the video and photo campaign
           Developing the visual style
           Packaging design for the products
           Visual concept for the landing page            
           Book layout and design featuring product photography

           Art direction for the entire collaboration




To reflect the concept of the four elements in the packaging design, we decided to use colored foil that shimmers with multiple hues and draws attention. Black was chosen as the base color for the entire packaging, as it is the signature color of the YULIAWAVE brand. For the shoebox handles, I came up with the idea to use leather, symbolizing a distinctive element in the DNA of both brands.


packaging concept 


final packaging