Shawn Van DaeleShawn Van Daele
Back
← All work
Email link
Brand strategy · Creative direction · Campaign · PackagingQUIRK · Consumer brand2026

QUIRK Parfum — Wear Who You Are

“A consumer fragrance brand and campaign system positioning scent as an extension of identity, not a category — built around individuality, confidence and self-expression.”

Client
QUIRK · Consumer brand
Year
2026
Discipline
Brand strategy · Creative direction · Campaign · Packaging
Best for
Consumer Brand + CPG Leadership, Creative + Brand Leadership, Marketing + Communications Leadership
Skills appliedbrand + positioning strategyintegrated marketing + campaignscreative directionvisual identity + design systemspackaging + retail + pos
01Brief

Fragrance is one of the most crowded consumer categories there is, dominated by aspirational archetypes and heavy media spend, where a new entrant has to be recognizable in a second on a shelf or a scroll. QUIRK needed positioning and a visual world built on individuality rather than the usual seduction script, and a system that held together across product, packaging, campaign and digital without a large team behind it.

02Approach
  1. 01Developed the brand positioning around 'Wear Who You Are'
  2. 02Directed a visual world blending high-fashion editorial with raw, expressive energy
  3. 03Cast gender-diverse talent across age, identity and style; cinematic lighting and mood
  4. 04Designed product form and packaging: iridescent tones, clean cylindrical bottle, minimal typography
  5. 05Built a full campaign system across identity, photography, social and digital ads
03Outcomes
  • A brand system that scales from bottle to billboard without a rebuild at each size
  • Campaign work that reads culturally relevant, inclusive and premium in a category defined by sameness
  • Packaging, product and digital assets ready for retail and e-commerce launch
  • A platform the brand can grow beyond product and into identity, which is where repeat purchase in fragrance comes from

Selected imagery

Click to enlarge · 44 pieces
QUIRK Parfum — Wear Who You Are - 1
QUIRK Parfum — Wear Who You Are - 2
QUIRK Parfum — Wear Who You Are - 3
QUIRK Parfum — Wear Who You Are - 4
QUIRK Parfum — Wear Who You Are - 5
QUIRK Parfum — Wear Who You Are - 6
QUIRK Parfum — Wear Who You Are - 7
QUIRK Parfum — Wear Who You Are - 8
QUIRK Parfum — Wear Who You Are - 9
QUIRK Parfum — Wear Who You Are - 10
QUIRK Parfum — Wear Who You Are - 11
QUIRK Parfum — Wear Who You Are - 12
QUIRK Parfum — Wear Who You Are - 13
QUIRK Parfum — Wear Who You Are - 14
QUIRK Parfum — Wear Who You Are - 15
QUIRK Parfum — Wear Who You Are - 16
QUIRK Parfum — Wear Who You Are - 17
QUIRK Parfum — Wear Who You Are - 18
QUIRK Parfum — Wear Who You Are - 19
QUIRK Parfum — Wear Who You Are - 20
QUIRK Parfum — Wear Who You Are - 21
QUIRK Parfum — Wear Who You Are - 22
QUIRK Parfum — Wear Who You Are - 23
QUIRK Parfum — Wear Who You Are - 24
QUIRK Parfum — Wear Who You Are - 25
QUIRK Parfum — Wear Who You Are - 26
QUIRK Parfum — Wear Who You Are - 27
QUIRK Parfum — Wear Who You Are - 28
QUIRK Parfum — Wear Who You Are - 29
QUIRK Parfum — Wear Who You Are - 30
QUIRK Parfum — Wear Who You Are - 31
QUIRK Parfum — Wear Who You Are - 32
QUIRK Parfum — Wear Who You Are - 33
QUIRK Parfum — Wear Who You Are - 34
QUIRK Parfum — Wear Who You Are - 35
QUIRK Parfum — Wear Who You Are - 36
QUIRK Parfum — Wear Who You Are - 37
QUIRK Parfum — Wear Who You Are - 38
QUIRK Parfum — Wear Who You Are - 39
QUIRK Parfum — Wear Who You Are - 40
QUIRK Parfum — Wear Who You Are - 41
QUIRK Parfum — Wear Who You Are - 42
QUIRK Parfum — Wear Who You Are - 43
QUIRK Parfum — Wear Who You Are - 44
Credits

Concept, art direction & execution - Shawn Van Daele for QUIRK · Consumer brand, 2026.

Original portfolio page ↗More work