Distinct by design
Eclektic
(NEW YORK CITY · USA · 2023)
(BRANDNG + PACKAGING)
ECLEKTIC is not just a beauty brand—it’s an attitude. Born in New York City, our soul is loud, poetic, unpredictable. We celebrate the messy grace of individuality. A curated chaos.
A refined edge. A balance between power and vulnerability.
ABOUT.
Born in New York and raised in contrast, ECLEKTIC is a fragrance brand redefining beauty through curated chaos. Rue Haus was commissioned to craft a brand world that feels as emotional as it is editorial—where softness meets structure and identity resists perfection. We built ECLEKTIC around the idea of “modern chaotic beauty,” developing an aesthetic language rooted in cinematic minimalism, disruptive textures, and poetic contrast. From naming to tone of voice, we embraced ambiguity and individuality, designing a space where fragrance becomes an emotional statement.
Through a full-scope collaboration, Rue Haus defined ECLEKTIC’s visual identity, creative direction, and campaign art. The result is a hyper-real yet intimate brand universe—blending high-gloss product renders with grainy human portraits, soft motion blur with graphic tension. We guided the launch of their debut perfume line through art direction, packaging design, and storytelling—making ECLEKTIC feel like both a New York artifact and a sensory rebellion. Every touchpoint, from typography to texture, was designed to reflect the raw, refined duality at the heart of the brand.
