Karl.Worksツ
Design and Direction
Design and Direction
Aubaine —
Veganuary
Client: Aubaine
Scope: Art Direction, Design
The Challenge
For Veganuary, Aubaine launched its first fully vegan menu. The challenge was to signal a clear shift to plant-based ingredients without disrupting the brand’s refined, Parisian sensibility. The creative needed to feel confident and contemporary — unmistakably vegan, yet still indulgent, elegant, and rooted in flavour.
The Response
We developed a campaign led by the line “New Year, New You”, supported by a rich, leafy visual language that foregrounded freshness and depth rather than restriction. Texture and colour played a central role, using layered greens and organic forms to evoke abundance and vitality. Rolled out across digital, CRM, and print, the system gave the menu a cohesive seasonal presence — celebrating plant-based cooking with the same sense of care and appetite appeal as Aubaine’s core offering.