Loewe -
Puzzle Bag 10th Anniversary
✺ Freelance @ Stink Studios
✺ Concept Development, Art Direction &
Early Design Exploration
✺ Digital / Activations
To celebrate ten years of the Loewe Puzzle bag, the brand released 20 re-editions and a new companion — the Puzz charm.
The brief was to build desire by bringing the craft, stories and collaborators behind each piece to life. An interactive website let users explore all 20 bags, guided by Puzz charms that unlocked rewards along the way.
The campaign extended across Loewe’s social channels, website and stores, with illustrated Puzz characters, QR codes and a hidden logo takeover leading shoppers to the experience.
*Developed initial concepts, in-store ideas and early website designs while at Stink.