Jolie Clemens
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
Jolie Clemens
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
ALBUM CAMPAIGNS
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
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JOLIE CLEMENS
CREATIVE DIRECTOR
EXPERIENTIAL RETAIL CAMPAIGN
GALLERIA EDINA
GLOBAL BRAND SYSTEM DESIGNED TO SCALE
ACROSS PRODUCTS, RETAIL, AND CULTURE
HARAJUKU LOVERS FRAGRANCE
OVERVIEW: Harajuku Lovers Fragrance was part of a larger character-driven brand world that grew organically from Gwen Stefani’s Love. Angel. Music. Baby. era into a global fashion and lifestyle franchise.
When fragrance was introduced, it was conceived as an extension of that world, carrying the same visual language, narrative clarity, and sense of play across products and retail environments.
Launched with five scents and expanding to 23 fragrances over 14 years, the line was supported by a cohesive packaging and character system shaped through long-term creative stewardship.
CREATIVE APPROACH: From the outset, the strategy centered on world-building.
Each fragrance was tied to a distinct character with its own personality, visual identity, and emotional tone. The challenge was not to create something eye-catching, but to establish visual and narrative rules flexible enough to expand while remaining instantly recognizable.
Working pre-social media, the brand relied on print, television, in-store experience, and physical objects to convey meaning. Packaging, bottle form, illustration, and campaign imagery needed to do the work of storytelling, without the benefit of constant digital reinforcement.
The result was a cohesive system that allowed the brand to grow without losing its identity.
CREATIVE EXECUTION: My role spanned creative consultation and direction across the full lifecycle of the brand, with a focus on maintaining coherence as the system evolved.
Work included shaping character identities and visual language, directing packaging systems and bottle evolution, collaborating with perfumers to align scent with narrative, and designing retail, gift-with-purchase, and in-store materials. I served as the primary creative liaison between Gwen Stefani, Coty, and brand leadership, providing continuity across campaigns, activations, and long-term growth.
IMAPACT:
• Expanded from 5 to 23 fragrances
• Launched in over 2,500 U.S. doors, expanding to 3,000 additional locations
• Ranked #1 at Target Achieved over $300M in retail sales
• Awarded F.I.F.I. Awards for Best Packaging and Fragrance of the Year
ROLE:
- Global brand system development
- Character and visual language design
- Packaging and bottle design evolution
- Fragrance narrative direction and review
- Retail and gift-with-purchase design
- Campaign creative consultation (print + TV)
- Cross-functional liaison between artist, agency, and Coty
- Long-term creative stewardship
WHY IT MATTERS: Harajuku Lovers Fragrance demonstrates how a culturally rooted idea can be translated into a durable brand system. By prioritizing character, narrative, and visual coherence, the work scaled across products and markets without losing its identity, proving that pop culture brands can be both playful and disciplined, expressive and enduring.