The Idea
“Wear Who You Are"
QUIRK positions fragrance as an extension of identity, not a category.
The brand celebrates individuality, confidence, and self-expression, creating a space where people feel seen rather than defined.
"I like the wine, not the label"
– David Rose, Schitt's Creek
The brand celebrates individuality, confidence, and self-expression, creating a space where people feel seen rather than defined.
"I like the wine, not the label"
– David Rose, Schitt's Creek
Creative direction
The visual world blends high-fashion editorial with raw, expressive energy.
• Gender-diverse casting across age, identity, and style
• Cinematic lighting with strong contrast and mood
• Bold, intimate compositions that feel both personal and powerful
• Consistent brand system across all executions
• Cinematic lighting with strong contrast and mood
• Bold, intimate compositions that feel both personal and powerful
• Consistent brand system across all executions
The product design reflects this duality:
• Iridescent tones (purple, teal, gold)
• Clean cylindrical form
• Minimal, elevated typography
• Clean cylindrical form
• Minimal, elevated typography
EXECUTION
Developed a full campaign system across:
• Brand identity and positioning
• Product design and packaging direction
• Campaign photography and art direction
• Social and digital advertising concepts
• Visual storytelling across multiple brand touchpoints
• Product design and packaging direction
• Campaign photography and art direction
• Social and digital advertising concepts
• Visual storytelling across multiple brand touchpoints
Each execution reinforces a cohesive brand system, ensuring consistency while allowing for expressive variation.
THE IMPACT
QUIRK demonstrates how a brand can move beyond product and into identity.
By focusing on narrative and emotional connection, the concept creates a platform that feels culturally relevant, inclusive, and scalable across channels.
It reflects a shift toward brands that prioritize authenticity, representation, and meaning.
ROLE
Creative Direction, Brand Strategy, Concept Development, Art Direction
Creative Direction, Brand Strategy, Concept Development, Art Direction
