Brand Identity, Art Direction, Packaging

Smoock

Milan, Italy

2023

A design intervention project with packaging experimentation at its core, Smoock is a concept online store specialising in the sale of one-of-a-kind, high-quality product mockups. Its inception is rooted in femininity and imagination, and its creation is facilitated by the innovative capabilities of constantly evolving AI tools like Midjourney and Firefly.

Smoock was crafted in response to a noticeable void in the market, particularly the absence of distinctive mock-up representations within the beauty, fashion, and lifestyle sectors. Designed with unique themes and collections in mind, Smoock generates surreal and
hyper-realistic environments for products, allowing your brand and conceptual ideas to stand out. Each scene is meticulously reconstructed and offered as editable layered PSD files, featuring smart objects and authentic shadows for a truly unique and customisable visual experience.