Garnier Fructis
Morning Boost Club
● Context: Fructis meets coffee rave culture.
To support the launch of its Keratin Sleek and Method for Curls ranges in Belgium, Garnier partnered with Digizik to create the Fructis Morning Boost Club: a series of intimate coffee rave events designed for a generation that sees beauty, music and personal style as part of the same cultural conversation. Hosted in Brussels, Antwerp and Liège, the activation brought together local DJs, creators and consumers in carefully selected cafés, transforming everyday coffee moments into vibrant brand experiences. Through music, content creation and product discovery, the Morning Boost Club became a celebration of self-expression, whether through sleek, straight hair or naturally defined curls.
● Art Direction: bringing the Morning Boost Club to life.
As Art Director on the project, I was responsible for creating the visual identity of the Garnier Fructis Morning Boost Club and translating it across every touchpoint of the experience. Inspired by the energy of contemporary coffee culture and intimate daytime rave aesthetics, the identity was deployed through a wide range of physical and digital assets, including event branding, window displays, flyers, menus, custom cups, stickers, DJ booth graphics, social media assets, photography and video content. Particular attention was given to creating a cohesive visual ecosystem that could seamlessly integrate the Fructis product range into each venue while maintaining an authentic, lifestyle-driven atmosphere aligned with the campaign's audience.
● Agency
Digizik
● Client
Garnier
● Category
Art Direction
● Credits
Creative Director:
Art Direction:
Louis Thienpont
Account Director:
Samantha Lomonaco
Selected Works
