Karen Guerrero
Paradise Galleries
Wicked Tales Product Launch
Overview
Description
Wicked Tales is a limited-edition collection of posable vinyl figurines reimagining classic fairy tale princesses with a dark, fashion-forward twist. This project marked a full-scope art direction and branding initiative, where I led the creative vision from concept through launch.
Role: Art Director & Brand Designer
Client: Paradise Galleries
Deliverables: Branding, Logo Design, Product Photography, Luxury Packaging, Email Marketing, Social Strategy & Design
Brand Development
I established the brand identity for Wicked Tales around a dark romantic aesthetic—a complete departure from Paradise Galleries’ usual lighthearted and sentimental tone. Inspired by gothic fairytales and high fashion, I developed a mood that felt both luxurious and mysterious, capturing the essence of each character’s darker narrative arc.
Logo Design
I designed a custom Wicked Tales logo, incorporating ornate flourishes and a slightly distressed texture to evoke the feeling of a timeless, haunted storybook. maintained high visual quality across applications.
Packaging Design
A major feature of the brand experience was the luxury gift packaging, designed to resemble a gilded book. I incorporated gold foil accents, embossed details, and rich textures to elevate the unboxing experience—positioning the collection as a high-end, collectible offering. The packaging was not only functional but became part of the storytelling.
Visual Direction
For product photography, I completely redefined the visual language:
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Used black backgrounds and dramatic, moody lighting to create a cinematic feel.
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Emphasized contrast and shadows to highlight the high-fashion elements and intricate details of each doll.
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Directed styling and poses to reinforce each character’s dark, empowered persona.
This visual shift helped set Wicked Tales apart from the brand’s core product lines, adding sophistication and intrigue to the collection.