Jivan Davé

Le Creuset Color Launch

Brand Campaign

Le Creuset launched two new colors for 2017—a palette that is a celebration of the coastal way of life, refined cuisine, rugged natural beauty, and cool, elemental design. We were charged with developing a theme that would not only support a campaign for new hues Marine and Oyster, but could also serve as Le Creuset's 2017 marketing platform to drive merchandising and content creation. We positioned the launch under the theme of "Elemental Elegance," a flexible platform which has informed everything from sales strategy, targeted holiday initiatives, merchandising and signage to digital and social engagement. 

Role: Concepting, Art Direction, Design, Illustration

2017 Lookbook & Photography

2017 Lookbook & Photography

We developed an expanded product lookbook that celebrated Marine and Oyster within the journalistic context of unexpected coasts around the world. I art directed key shot styles that influenced captures from the two photoshoot locations: Todos Santos, Mexico and Prince Edward Island, Canada. These crucial assets, along with the stories from each coast, were crafted into an editorial expression of "Elemental Elegance." Photography by William Hereford and Peter Frank Edwards.

In-Store Merchandising

In-Store Merchandising

Inspired by the natural tones of Scandinavian design and the driftwood found on coasts warm and cool, we developed a flexible in-store merchandising system that could work in different Le Creuset stores across the country during different selling seasons. Custom product risers crafted to look like driftwood or weathered dock posts anchored the kit, while hand-illustrated posters and photography rounded out the color story.

Launch Collateral

Launch Collateral

We further supported the Marine and Oyster launch with a collateral kit meant to equip Le Creuset stores and partner retailers with compelling materials that would give consumers a reason to engage with the new colors. 



Agency - FerebeeLane
Director of Creative Strategy - Matt Ferebee
Creative Director - Cory Schearer
Senior Copywriter - Kathryn Davé