Lucid House - TOUS
Categories
Art & Design Direction
Client
TOUS
Project
Lucid House
Services
Branding Art & Design Direction Web design
Year
2025
The project began with a mandate to reimagine the TOUS brand, shifting its focus towards a new cultural paradigm. We developed a creative strategy that merges contemporary artistry, luxury craftsmanship, and brand legacy into a singular, visionary framework called "Lucid House." Our approach focused on building a prestigious yet authentic ecosystem, ensuring the initiative could adapt from intimate artist residencies to global capsule collections and annual publications. The foundation was driven by deep research into the values of modern artistry and sustainable luxury, allowing the new TOUS narrative to carry not only aesthetic prestige but also profound cultural relevance and a genuine celebration of the creative process.
The project began with a mandate to reimagine the TOUS brand, shifting its focus towards a new cultural paradigm. We developed a creative strategy that merges contemporary artistry, luxury craftsmanship, and brand legacy into a singular, visionary framework called "Lucid House." Our approach focused on building a prestigious yet authentic ecosystem, ensuring the initiative could adapt from intimate artist residencies to global capsule collections and annual publications. The foundation was driven by deep research into the values of modern artistry and sustainable luxury, allowing the new TOUS narrative to carry not only aesthetic prestige but also profound cultural relevance and a genuine celebration of the creative process.
Working in close collaboration with the brand’s vision, we refined a design language that is both elevated and artist-centric. Typography, color, and a sophisticated visual grammar were developed to reflect the dual essence of the initiative: the raw, expressive energy of the artist in residence, and the refined, precise world of high jewelry. Every element was considered across the entire touchpoint spectrum—from the intimate environment of the Lucid House and the editorial pages of the Anuario, to the digital unveiling of capsule collections. The result is a cohesive system that communicates the brand's new patronage role with clarity and distinction, positioning TOUS as a true contemporary muse.
Working in close collaboration with the brand’s vision, we refined a design language that is both elevated and artist-centric. Typography, color, and a sophisticated visual grammar were developed to reflect the dual essence of the initiative: the raw, expressive energy of the artist in residence, and the refined, precise world of high jewelry. Every element was considered across the entire touchpoint spectrum—from the intimate environment of the Lucid House and the editorial pages of the Anuario, to the digital unveiling of capsule collections. The result is a cohesive system that communicates the brand's new patronage role with clarity and distinction, positioning TOUS as a true contemporary muse.
The outcome is a fully reimagined brand platform that positions TOUS with renewed authority and visionary purpose. The "Lucid House" concept, with its curated residencies and capsule collections, establishes a living framework that is both aspirational and actionable. Beyond a compelling narrative, the project delivers a complete strategic and visual system—including guidelines for artist collaboration, collection development, and editorial storytelling. This empowers TOUS to cultivate this new artistic legacy independently, ensuring the brand remains culturally vital, adaptable, and capable of evolving as the definitive bridge between emerging art and timeless luxury.
The video: https://www.instagram.com/p/DP7ViUwiNFH/
The outcome is a fully reimagined brand platform that positions TOUS with renewed authority and visionary purpose. The "Lucid House" concept, with its curated residencies and capsule collections, establishes a living framework that is both aspirational and actionable. Beyond a compelling narrative, the project delivers a complete strategic and visual system—including guidelines for artist collaboration, collection development, and editorial storytelling. This empowers TOUS to cultivate this new artistic legacy independently, ensuring the brand remains culturally vital, adaptable, and capable of evolving as the definitive bridge between emerging art and timeless luxury.
The video: https://www.instagram.com/p/DP7ViUwiNFH/
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