creative direction

Dior was selected as the collaboration partner because of their strong association with luxury and aspirational lifestyle. The brand has successfully positioned its products as part of a broader lifestyle rather than simply as individual products. This created an opportunity for Tatcha to borrow some of that aspirational context while maintaining its own identity.

The collaboration creates a natural connection between luxury beauty and skincare. Dior's presence within the beauty and makeup space complements Tatcha's expertise in skincare, creating a bridge between the two categories and introducing Tatcha to an audience already engaged with premium beauty products.

I wanted Tatcha to remain recognizable within the collaboration rather than allowing Dior's identity to dominate. The signature Tatcha logo and recognizable product design were therefore retained, while Dior's colour palette was incorporated to establish a visual connection between the two brands. For the accompanying travel bag, the two identities were brought together more directly through a blended logo treatment, creating a distinct collaborative element while still referencing both brands.