Alûstre was created to challenge conventions within luxury beauty through its DiamondInfused™ technology—embedding real diamonds into beauty formulations to unlock a new spectrum of color, light, and self-expression. The opportunity was to build a visual identity that could express this innovation while establishing the foundations of a new luxury brand.

Inspired by the geometry and brilliance of diamond cuts, we developed a complete visual language spanning identity, packaging, and art direction. From a faceted mark and angular wordmark to ethereal imagery and material-driven packaging, every element was designed to translate the DiamondInfused™ concept into a distinct and elevated brand experience.

As Associate Creative Director, my primary focus was shaping the creative concepts and defining the overall visual language across identity, packaging, and art direction.