loveworn
Brand Identity · Packaging Design · Art Direction · CampaignLOVEWORN is a conceptual New York–based nail lacquer brand where dark romance meets effortless rebellion. Made for those who treat beauty as an extension of personal style, LOVEWORN embraces a little attitude, a little indulgence, and the freedom to wear what feels right.
The brand takes inspiration from the moments worth romanticizing, whether it's getting dressed for a night out or simply making an ordinary Tuesday feel like something more. Its philosophy is simple: personal style doesn't need a rulebook, and beauty is better when it feels like your own.
The project brings that perspective to life through a distinctive visual identity, refined nail lacquer packaging, and an expressive editorial campaign.
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Brand Concept & Visual Identity
Romance meets rebellion.
LOVEWORN lives somewhere between soft femininity and unapologetic individuality. Its visual language borrows from both worlds: romantic typography, dark undertones, flashes of chrome, and styling that feels a little undone.
The lowercase wordmark, built from the Sinistre typeface, gives the brand its signature character. Its unconventional letterforms bring a subtle rebellious twist to an otherwise romantic silhouette. A contrasting serif, [SHADE TYPEFACE], introduces the individual lacquer names, while [SANS-SERIF TYPEFACE] keeps the smaller details clean and understated.
Rather than defining LOVEWORN through one aesthetic, the identity creates room for contrast. It can feel intimate or bold, polished or playful, without losing its personality.
Nail Lacquer Collection & Packaging
Three shades. One identity.
The debut collection, [COLLECTION NAME], introduces three distinct colors, each with its own character.
Last Call — A deep, glossy black-cherry wine.
Static — A cool metallic silver with a fine, reflective shimmer.
Dusk — A muted, smoky mauve with cool gray-violet undertones.
The packaging takes a quieter approach than the campaign itself. Elongated glass bottles, thick transparent bases, and tall mirror-chrome caps bring a sleek, slightly nostalgic elegance to the collection. The restrained lettering lets the rich lacquer colors take center stage.
Each bottle is sold without an individual carton, keeping the shade visible from the first glance. A discreet, removable back label holds the essential product information without interrupting the clean front design.
With an intended retail price of $11–$16 per bottle, LOVEWORN sits between everyday affordability and premium beauty, offering a little luxury without the luxury markup.
The XXX Collection Set
A little more LOVEWORN.
For those who want the whole collection, Last Call, Static, and Dusk come together in a three-bottle set.
The gift-ready packaging gives the collection its own presentation, bringing all three shades together in a format designed for gifting, collecting, or keeping for yourself.
Campaign & Art Direction
For the feeling.
The LOVEWORN campaign is built around a simple idea: sometimes the best reason to wear something is how it makes you feel.
For the feeling. captures that small but satisfying confidence that comes from choosing a color simply because you love it. There is no perfect occasion, no particular aesthetic to achieve, and no expectation to look a certain way.
The art direction moves between dark romance and everyday rebellion. Satin ribbons, silver hardware, glossy textures, and dramatic close-ups sit alongside playful gestures and carefree moments. Some images feel intimate, others a little provocative, and some are simply about having fun with personal style.
Together, they create a campaign that feels expressive without taking itself too seriously.
Campaign Applications & Brand Experience
Beyond the bottle.
LOVEWORN's campaign isn't confined to one mood or setting. A late-night phone call, a hand of cards, a quiet moment, or a flash of attitude can all belong to the same visual world.
The result is a flexible brand world built around individuality rather than a fixed aesthetic ideal.
