Maison Kitsuné

The line was written to weave together three parts of the existing house: the Maison's simplicity and elegance, the Café's warmth and the Club's vibrancy, resolved into kitchen essentials that are as considered as the clothing. Values were fixed early as interaction, playfulness, practicality, community, usefulness, and sustainability and ethics.

Four audiences were defined and carried through every decision: cultural explorers drawn to the cross-cultural design, fashion-forward millennial and Gen Z consumers, socially conscious shoppers, and discerning buyers who buy on craftsmanship and material.

Six pieces made up the range: napkins, an apron, a table runner, a place mat with a sewn-in cutlery sleeve, a trivet, and cookware. As Art Director the work covered the moodboards, the colour and material ranges, the typography and logo lockup, the illustrated and technical drawings, textile research and the prototype, then the branding and visual communication that carried it.

Three objectives ran the plan: raise awareness with the target audience, grow online sales through the site and e-commerce platforms, and establish Chez Kitsuné as a destination for kitchenware rather than a fashion-house sideline.

Digitally that meant search optimisation against kitchenware and cultural-fusion terms, a product-led site, and Instagram and TikTok used for visually driven storytelling with behind-the-scenes and product-development narratives doing the work that a catalogue cannot.