Packaging Design & Art Direction
Jo Loves: New Fragrance Launches
At the heart of the Jo Loves brand lies the storytelling of new fragrances. Below are some creative campaigns for iconic Jo Loves scents.
Cobalt Patchouli & Cedar
This fragrance, launched in 2021, represents the liberation and freedom to live life again. It captures a series of notes that tell stories of happy, care-free moments returning, allowing us to dream big again and blue-sky thinking to return. The fragrance was launched as a limited edition bottle designed in collaboration with artist Natasha Murray.
Photography: Caroline Leeming Styling: Johanne Mills
Jo Loves: Golden Gardenia
This fragrance, launched in 2022, celebrates the many facets of what makes us unique. It is the confidence we exude from staying true to ourselves and bringing our best to whatever we do. With Golden Gardenia, Jo has channelled the defining moments of her life in to a fragrance with strength, integrity and creativity.
Photography: Caroline Leeming Styling: Johanne Mills
Jo Loves: Mango Thai Lime
Originally launched in 2016, this best-selling fragrance was celebrated again in 2020 and 2022 as the collection grew to include more products. Taking inspiration from Thailand, ripe golden Mango is served with Lime and Black Pepper to create an explosive combination of sweet, sharp and zesty flavours. The campaign takes the viewer through snapshots of a journey to Thailand.
Photography: Amy Currell Styling: Iona Blackshaw
