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CONCEPT, PRODUCT DESIGN, PACKAGING DESIGN, ART DIRECTION

For the amika holiday 2019 program, we built the concept around the humble Portugese Sardine tin. While traveling in Europe we loved the old fashion Sardine shops like Conserveira de Lisboa.

Even though the tins are meant for the rather unglamorous sardine,
a historially cheap form of sustenance for the humble, the outside wrappers of all different colors and illustrations transport you to seaside towns. They introduce you to new characters and in general created a romantic storytelling that we loved. 

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A CHILDHOOD FAVORITE

The brown paper bag has been a lunchtime staple for generations. It only seemed appropriate to extend our story of sardine cans into another familiar form. The graphics on the lunchbags include fruits, vegetables, cans, and juiceboxes, all made to sell the story of amika. 

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SET DESIGN & COSTUMES

We used gloves on our models to create a juxtoposition between the humble sardine cans and lunchbags and the glamorous evening costumes. We used pearls, colorful gloves, poker chips, cards, and lobsters to set the mood of a fancy casino evening with friends. 

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milkgrapes

HairdoProject type

Eva NYCProject type

Amika 2020 PlannerProject type

StyleblowProject type

Amika Soho Pop-upProject type

FadeblockPackaging Design

Amika VirginProject type

Amika Air CampaignProject type

Amika 2018 CampaignBeauty Campaign

Amika Hong Kong EditionBRANDING, PACKAGING, NAMING< ART DIRECTION

Wig ShootEditorial + Art Direction

Amika HolidayPackage Design + Art Direction

Vita Raykhman is a Creative Director
and Brand Strategist.

hi@vitaraykhman.com

Bushwick,NY