The founders of cosmetics brand Fresh, Lev Glazman and Alina Roytberg are almost as passionate about supporting creativity as they are about their beauty products, so when they decided they wanted a new visual code to depict the ‘Founders of Fresh’ and the ‘Stories of Fresh’ as part of the LVMH group it was a natural fit for them to run a project with CSM’s graphics and communication students.
Lev and Alina delivered the brief to over 100 students across all three year groups and shared their personal stories and passion for Fresh to inspire the students to create original drawings intended for use in brand communications and in stores.
From more than 80 initial submissions, a shortlist of 22 was eventually selected and the finalists were invited to LVMH House in London to present their work to Lev and Alina, along with Fresh President, Jean-Marc Plisson, and SVP Global Marketing and Communications, Lucy Perdomo.
The finalists delivered beautiful and carefully developed presentations to the Fresh team who spent over an hour deliberating, but in the end Wilfrid Depauw was chosen as the overall winner with Eli Hyesung Han and Kyung Hee Beak the runners up. In addition to the prize Wilfrid was also offered the opportunity to intern with Fresh in New York City.
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