MOTHS - a ritual of transformation

MOTHS is a fictional luxury hair care brand concept created as a personal branding and packaging design project. Inspired by the symbolism of moths, the project explores transformation as a ritual rather than a routine.

The goal was to create an emotional brand universe where visual identity, storytelling and product design come together to form a cohesive luxury experience. The concept is divided into three collections, each inspired by a different moth species and representing a unique stage of transformation:
**LUNA** — The Renewal Collection Softness, intuition and new beginnings.

**GHOST** — The Restoration Collection Balance, recovery and quiet strength.

**EMPEROR** — The Confidence Collection Visibility, elegance and self-expression.

This self-initiated project includes the complete brand identity, logo design, packaging system, product visualization, campaign imagery, editorial layouts, retail applications and merchandise concept.