Loewe Aire Sutileza Elixir
Controlled chaos with intentional focus
Big fan of Loewe (@loewe)'s creative direction and their photography, shot by Joakim Möller (@moller_joakim). It's always fun to see and analyze their photos that seem so simple, but in reality require a lot of detailed work. Same with this Aire Sutileza Elixir shot: even though the colors look pretty saturated and opposite on the color wheel, with background gradients, a leading line, and all this water texture, your eye still falls on the most important part. The logo is so carefully but impactfully shown with gentle highlights on the letters.
