Gino Chua

Creative direction, art direction,
design, strategy.

Creative direction, art direction, design, strategy.
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2023 – Blueland

Creative direction for Blueland’s 2023 brand refresh – “a cleaner planet starts at home”

I was commissioned by Blueland to refresh the brand as well as highlight lifestyle content and create cohesion as they enter their next phase. 

  • Creative Direction
  • Digital Product

After 4 years and 10+ products later, we decided to streamline the product navigation to allow for a more grounded roundup of products on simpler spaces as you comb through your first or next purchase.

We also revisited the still life approach to contrast the straightforward lifestyle visuals. The theme for the studio-centric still life revolved around “The Giants of Clean”

Photographs by Graham Pollack, Prop Styling by Gozde Eker,
In collaboration with Sarah Paiji-Yoo, Bailey James, Meredith Scavuzzo & Hannah Buttman.