Shaka by OVS
In collaboration with Studio Nuvole, I worked on the rebranding of Shaka by OVS, shaping a bold and playful identity designed to connect with a Gen Z audience. A key part of the project was defining a distinctive tone of voice — fresh, ironic and culturally relevant — alongside an expressive visual language. AI-generated imagery became an integral part of the art direction, creating surreal, unexpected visuals that reflect the brand’s experimental attitude. From identity and communication to campaigns and retail, the result is a vibrant beauty universe built around self-expression, discovery and community.
2026, Art direction, Branding, Editorial design, Store design, Packaging
with Studio Nuvole
© MATILDE TIRITICCO, 2026
IT 01366190328