Year

2025-2013

Year

2025-2013

Year

2025-2013

Client

Fruidoraix

Client

Fruidoraix

Client

Fruidoraix

Industry

Food

Industry

Food

Industry

Food

Project Duration

15 years

Project Duration

15 years

Project Duration

15 years

Intro

My role was to refresh the traditional image of the calisson and give the brand a bold, contemporary, and desirable identity. I led the creative overhaul of all three core product lines through global art direction, from packaging to e-commerce and content strategy, bridging heritage with modernity and supporting the brand’s international growth.



Designing for Impact: From Idea to Execution

Brief Client

Fruidoraix, a family-owned confectionery founded in 1880, set out to modernize its brand image while preserving its artisanal heritage. The goal was to increase its appeal to a broader audience especially internationally by redesigning its visual identity, packaging lines, and online presence.

Challenge

How do you breathe new life into a traditional brand without losing its soul? The challenge was to reposition Fruidoraix visually in a highly competitive premium confectionery market, where heritage often clashes with modern retail expectations. The calisson, in particular, had a dated image that needed a bold creative refresh to appeal to a younger, design-conscious audience both in-store and online.

Results

Complete rebrand in 2021 with a new art direction bridging tradition and modernity Redesigned packaging increased shelf visibility by +30% New Shopify store design boosted monthly online sales by +35% Refreshed content and social media strategy grew online communities by +200% Expansion into Germany, Australia, and the UAE was supported through the new visual identity

Designing for Impact: From Idea to Execution

Brief Client

Fruidoraix, a family-owned confectionery founded in 1880, set out to modernize its brand image while preserving its artisanal heritage. The goal was to increase its appeal to a broader audience especially internationally by redesigning its visual identity, packaging lines, and online presence.

Challenge

How do you breathe new life into a traditional brand without losing its soul? The challenge was to reposition Fruidoraix visually in a highly competitive premium confectionery market, where heritage often clashes with modern retail expectations. The calisson, in particular, had a dated image that needed a bold creative refresh to appeal to a younger, design-conscious audience both in-store and online.

Results

Complete rebrand in 2021 with a new art direction bridging tradition and modernity Redesigned packaging increased shelf visibility by +30% New Shopify store design boosted monthly online sales by +35% Refreshed content and social media strategy grew online communities by +200% Expansion into Germany, Australia, and the UAE was supported through the new visual identity

Designing for Impact: From Idea to Execution

Brief Client

Fruidoraix, a family-owned confectionery founded in 1880, set out to modernize its brand image while preserving its artisanal heritage. The goal was to increase its appeal to a broader audience especially internationally by redesigning its visual identity, packaging lines, and online presence.

Challenge

How do you breathe new life into a traditional brand without losing its soul? The challenge was to reposition Fruidoraix visually in a highly competitive premium confectionery market, where heritage often clashes with modern retail expectations. The calisson, in particular, had a dated image that needed a bold creative refresh to appeal to a younger, design-conscious audience both in-store and online.

Results

Complete rebrand in 2021 with a new art direction bridging tradition and modernity Redesigned packaging increased shelf visibility by +30% New Shopify store design boosted monthly online sales by +35% Refreshed content and social media strategy grew online communities by +200% Expansion into Germany, Australia, and the UAE was supported through the new visual identity

0

0

engagement event

0

0

engagement event

0

0

engagement event

0

0

Video/Photo Performance

0

0

Video/Photo Performance

0

0

Video/Photo Performance

0

0

Audience growth

0

0

Audience growth

0

0

Audience growth

{

FAQ

}

{

FAQ

}

{

FAQ

}

My Own Creative Brief

Designing for Impact: From Idea to Execution

How would you describe your profile in a few words?

I’m a senior art director specialized in branding, graphic design, packaging, and digital content. Passionate about visual arts since early childhood, I create bold, engaging identities that combine aesthetic precision with creative impact.

Where are you based? Do you work remotely?

I’m based in France but fully open to international opportunities, especially across Europe. I’m comfortable working on-site, remotely, or in hybrid setups depending on the team and project needs.

What types of projects do you enjoy most?

Projects with a clear vision and creative ambition — brand launches, rebranding, product design, 360° campaigns, or visual storytelling. I enjoy collaborating on ideas that push boundaries and bring meaning to design.

Which tools do you use daily?

Mainly Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Figma, Framer. I also use collaborative tools like ClickUp and Notion to manage projects efficiently.

Are you currently available?

Yes, I’m open to new creative opportunities in the short and long term. Feel free to get in touch to discuss availability or upcoming projects.

Do you speak English?

Yes, I work in English daily, both written and spoken. I’m fully comfortable in international and multicultural environments.

What’s your background?

I have over 15 years of experience in art direction across premium food, culture, luxury, and events. My work blends strong visual storytelling with strategic design thinking.

Why work with you?

Because I bring creative vision, attention to detail, and strategic insight. I build visual identities that are bold, cohesive, and emotionally resonant — and because this isn’t just my job, it’s what I’ve always done.

Looking for someone creative, strategic, and fully invested to strengthen your team?

📩 Let’s talk: fabien.one@gmail.com

Designing for Impact: From Idea to Execution

Looking for someone creative, strategic, and fully invested to strengthen your team?

📩 Let’s talk: fabien.one@gmail.com

How would you describe your profile in a few words?

I’m a senior art director specialized in branding, graphic design, packaging, and digital content. Passionate about visual arts since early childhood, I create bold, engaging identities that combine aesthetic precision with creative impact.

Where are you based? Do you work remotely?

I’m based in France but fully open to international opportunities, especially across Europe. I’m comfortable working on-site, remotely, or in hybrid setups depending on the team and project needs.

What types of projects do you enjoy most?

Projects with a clear vision and creative ambition — brand launches, rebranding, product design, 360° campaigns, or visual storytelling. I enjoy collaborating on ideas that push boundaries and bring meaning to design.

Which tools do you use daily?

Mainly Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Figma, Framer. I also use collaborative tools like ClickUp and Notion to manage projects efficiently.

Are you currently available?

Yes, I’m open to new creative opportunities in the short and long term. Feel free to get in touch to discuss availability or upcoming projects.

Do you speak English?

Yes, I work in English daily, both written and spoken. I’m fully comfortable in international and multicultural environments.

What’s your background?

I have over 15 years of experience in art direction across premium food, culture, luxury, and events. My work blends strong visual storytelling with strategic design thinking.

Why work with you?

Because I bring creative vision, attention to detail, and strategic insight. I build visual identities that are bold, cohesive, and emotionally resonant — and because this isn’t just my job, it’s what I’ve always done.

Designing for Impact: From Idea to Execution

How would you describe your profile in a few words?

I’m a senior art director specialized in branding, graphic design, packaging, and digital content. Passionate about visual arts since early childhood, I create bold, engaging identities that combine aesthetic precision with creative impact.

Where are you based? Do you work remotely?

I’m based in France but fully open to international opportunities, especially across Europe. I’m comfortable working on-site, remotely, or in hybrid setups depending on the team and project needs.

What types of projects do you enjoy most?

Projects with a clear vision and creative ambition — brand launches, rebranding, product design, 360° campaigns, or visual storytelling. I enjoy collaborating on ideas that push boundaries and bring meaning to design.

Which tools do you use daily?

Mainly Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Figma, Framer. I also use collaborative tools like ClickUp and Notion to manage projects efficiently.

Are you currently available?

Yes, I’m open to new creative opportunities in the short and long term. Feel free to get in touch to discuss availability or upcoming projects.

Do you speak English?

Yes, I work in English daily, both written and spoken. I’m fully comfortable in international and multicultural environments.

What’s your background?

I have over 15 years of experience in art direction across premium food, culture, luxury, and events. My work blends strong visual storytelling with strategic design thinking.

Why work with you?

Because I bring creative vision, attention to detail, and strategic insight. I build visual identities that are bold, cohesive, and emotionally resonant — and because this isn’t just my job, it’s what I’ve always done.

Looking for someone creative, strategic, and fully invested to strengthen your team?

📩 Let’s talk: fabien.one@gmail.com

Build

With you

© Hellotrei / Fabien Parent

Year

2025-2013

Year

2025-2013

Year

2025-2013

Client

Fruidoraix

Client

Fruidoraix

Client

Fruidoraix

Industry

Food

Industry

Food

Industry

Food

Project Duration

15 years

Project Duration

15 years

Project Duration

15 years

Intro

My role was to refresh the traditional image of the calisson and give the brand a bold, contemporary, and desirable identity. I led the creative overhaul of all three core product lines through global art direction, from packaging to e-commerce and content strategy, bridging heritage with modernity and supporting the brand’s international growth.



Designing for Impact: From Idea to Execution

Brief Client

Fruidoraix, a family-owned confectionery founded in 1880, set out to modernize its brand image while preserving its artisanal heritage. The goal was to increase its appeal to a broader audience especially internationally by redesigning its visual identity, packaging lines, and online presence.

Challenge

How do you breathe new life into a traditional brand without losing its soul? The challenge was to reposition Fruidoraix visually in a highly competitive premium confectionery market, where heritage often clashes with modern retail expectations. The calisson, in particular, had a dated image that needed a bold creative refresh to appeal to a younger, design-conscious audience both in-store and online.

Results

Complete rebrand in 2021 with a new art direction bridging tradition and modernity Redesigned packaging increased shelf visibility by +30% New Shopify store design boosted monthly online sales by +35% Refreshed content and social media strategy grew online communities by +200% Expansion into Germany, Australia, and the UAE was supported through the new visual identity

Designing for Impact: From Idea to Execution

Brief Client

Fruidoraix, a family-owned confectionery founded in 1880, set out to modernize its brand image while preserving its artisanal heritage. The goal was to increase its appeal to a broader audience especially internationally by redesigning its visual identity, packaging lines, and online presence.

Challenge

How do you breathe new life into a traditional brand without losing its soul? The challenge was to reposition Fruidoraix visually in a highly competitive premium confectionery market, where heritage often clashes with modern retail expectations. The calisson, in particular, had a dated image that needed a bold creative refresh to appeal to a younger, design-conscious audience both in-store and online.

Results

Complete rebrand in 2021 with a new art direction bridging tradition and modernity Redesigned packaging increased shelf visibility by +30% New Shopify store design boosted monthly online sales by +35% Refreshed content and social media strategy grew online communities by +200% Expansion into Germany, Australia, and the UAE was supported through the new visual identity

Designing for Impact: From Idea to Execution

Brief Client

Fruidoraix, a family-owned confectionery founded in 1880, set out to modernize its brand image while preserving its artisanal heritage. The goal was to increase its appeal to a broader audience especially internationally by redesigning its visual identity, packaging lines, and online presence.

Challenge

How do you breathe new life into a traditional brand without losing its soul? The challenge was to reposition Fruidoraix visually in a highly competitive premium confectionery market, where heritage often clashes with modern retail expectations. The calisson, in particular, had a dated image that needed a bold creative refresh to appeal to a younger, design-conscious audience both in-store and online.

Results

Complete rebrand in 2021 with a new art direction bridging tradition and modernity Redesigned packaging increased shelf visibility by +30% New Shopify store design boosted monthly online sales by +35% Refreshed content and social media strategy grew online communities by +200% Expansion into Germany, Australia, and the UAE was supported through the new visual identity

0

0

engagement event

0

0

engagement event

0

0

engagement event

0

0

Video/Photo Performance

0

0

Video/Photo Performance

0

0

Video/Photo Performance

0

0

Audience growth

0

0

Audience growth

0

0

Audience growth

{

FAQ

}

{

FAQ

}

{

FAQ

}

My Own Creative Brief

Designing for Impact: From Idea to Execution

How would you describe your profile in a few words?

I’m a senior art director specialized in branding, graphic design, packaging, and digital content. Passionate about visual arts since early childhood, I create bold, engaging identities that combine aesthetic precision with creative impact.

Where are you based? Do you work remotely?

I’m based in France but fully open to international opportunities, especially across Europe. I’m comfortable working on-site, remotely, or in hybrid setups depending on the team and project needs.

What types of projects do you enjoy most?

Projects with a clear vision and creative ambition — brand launches, rebranding, product design, 360° campaigns, or visual storytelling. I enjoy collaborating on ideas that push boundaries and bring meaning to design.

Which tools do you use daily?

Mainly Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Figma, Framer. I also use collaborative tools like ClickUp and Notion to manage projects efficiently.

Are you currently available?

Yes, I’m open to new creative opportunities in the short and long term. Feel free to get in touch to discuss availability or upcoming projects.

Do you speak English?

Yes, I work in English daily, both written and spoken. I’m fully comfortable in international and multicultural environments.

What’s your background?

I have over 15 years of experience in art direction across premium food, culture, luxury, and events. My work blends strong visual storytelling with strategic design thinking.

Why work with you?

Because I bring creative vision, attention to detail, and strategic insight. I build visual identities that are bold, cohesive, and emotionally resonant — and because this isn’t just my job, it’s what I’ve always done.

Looking for someone creative, strategic, and fully invested to strengthen your team?

📩 Let’s talk: fabien.one@gmail.com

Designing for Impact: From Idea to Execution

Looking for someone creative, strategic, and fully invested to strengthen your team?

📩 Let’s talk: fabien.one@gmail.com

How would you describe your profile in a few words?

I’m a senior art director specialized in branding, graphic design, packaging, and digital content. Passionate about visual arts since early childhood, I create bold, engaging identities that combine aesthetic precision with creative impact.

Where are you based? Do you work remotely?

I’m based in France but fully open to international opportunities, especially across Europe. I’m comfortable working on-site, remotely, or in hybrid setups depending on the team and project needs.

What types of projects do you enjoy most?

Projects with a clear vision and creative ambition — brand launches, rebranding, product design, 360° campaigns, or visual storytelling. I enjoy collaborating on ideas that push boundaries and bring meaning to design.

Which tools do you use daily?

Mainly Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Figma, Framer. I also use collaborative tools like ClickUp and Notion to manage projects efficiently.

Are you currently available?

Yes, I’m open to new creative opportunities in the short and long term. Feel free to get in touch to discuss availability or upcoming projects.

Do you speak English?

Yes, I work in English daily, both written and spoken. I’m fully comfortable in international and multicultural environments.

What’s your background?

I have over 15 years of experience in art direction across premium food, culture, luxury, and events. My work blends strong visual storytelling with strategic design thinking.

Why work with you?

Because I bring creative vision, attention to detail, and strategic insight. I build visual identities that are bold, cohesive, and emotionally resonant — and because this isn’t just my job, it’s what I’ve always done.

Designing for Impact: From Idea to Execution

How would you describe your profile in a few words?

I’m a senior art director specialized in branding, graphic design, packaging, and digital content. Passionate about visual arts since early childhood, I create bold, engaging identities that combine aesthetic precision with creative impact.

Where are you based? Do you work remotely?

I’m based in France but fully open to international opportunities, especially across Europe. I’m comfortable working on-site, remotely, or in hybrid setups depending on the team and project needs.

What types of projects do you enjoy most?

Projects with a clear vision and creative ambition — brand launches, rebranding, product design, 360° campaigns, or visual storytelling. I enjoy collaborating on ideas that push boundaries and bring meaning to design.

Which tools do you use daily?

Mainly Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Figma, Framer. I also use collaborative tools like ClickUp and Notion to manage projects efficiently.

Are you currently available?

Yes, I’m open to new creative opportunities in the short and long term. Feel free to get in touch to discuss availability or upcoming projects.

Do you speak English?

Yes, I work in English daily, both written and spoken. I’m fully comfortable in international and multicultural environments.

What’s your background?

I have over 15 years of experience in art direction across premium food, culture, luxury, and events. My work blends strong visual storytelling with strategic design thinking.

Why work with you?

Because I bring creative vision, attention to detail, and strategic insight. I build visual identities that are bold, cohesive, and emotionally resonant — and because this isn’t just my job, it’s what I’ve always done.

Looking for someone creative, strategic, and fully invested to strengthen your team?

📩 Let’s talk: fabien.one@gmail.com

Build

With you

© Hellotrei / Fabien Parent

Year

2025-2013

Year

2025-2013

Year

2025-2013

Client

Fruidoraix

Client

Fruidoraix

Client

Fruidoraix

Industry

Food

Industry

Food

Industry

Food

Project Duration

15 years

Project Duration

15 years

Project Duration

15 years

Intro

My role was to refresh the traditional image of the calisson and give the brand a bold, contemporary, and desirable identity. I led the creative overhaul of all three core product lines through global art direction, from packaging to e-commerce and content strategy, bridging heritage with modernity and supporting the brand’s international growth.



Designing for Impact: From Idea to Execution

Brief Client

Fruidoraix, a family-owned confectionery founded in 1880, set out to modernize its brand image while preserving its artisanal heritage. The goal was to increase its appeal to a broader audience especially internationally by redesigning its visual identity, packaging lines, and online presence.

Challenge

How do you breathe new life into a traditional brand without losing its soul? The challenge was to reposition Fruidoraix visually in a highly competitive premium confectionery market, where heritage often clashes with modern retail expectations. The calisson, in particular, had a dated image that needed a bold creative refresh to appeal to a younger, design-conscious audience both in-store and online.

Results

Complete rebrand in 2021 with a new art direction bridging tradition and modernity Redesigned packaging increased shelf visibility by +30% New Shopify store design boosted monthly online sales by +35% Refreshed content and social media strategy grew online communities by +200% Expansion into Germany, Australia, and the UAE was supported through the new visual identity

Designing for Impact: From Idea to Execution

Brief Client

Fruidoraix, a family-owned confectionery founded in 1880, set out to modernize its brand image while preserving its artisanal heritage. The goal was to increase its appeal to a broader audience especially internationally by redesigning its visual identity, packaging lines, and online presence.

Challenge

How do you breathe new life into a traditional brand without losing its soul? The challenge was to reposition Fruidoraix visually in a highly competitive premium confectionery market, where heritage often clashes with modern retail expectations. The calisson, in particular, had a dated image that needed a bold creative refresh to appeal to a younger, design-conscious audience both in-store and online.

Results

Complete rebrand in 2021 with a new art direction bridging tradition and modernity Redesigned packaging increased shelf visibility by +30% New Shopify store design boosted monthly online sales by +35% Refreshed content and social media strategy grew online communities by +200% Expansion into Germany, Australia, and the UAE was supported through the new visual identity

Designing for Impact: From Idea to Execution

Brief Client

Fruidoraix, a family-owned confectionery founded in 1880, set out to modernize its brand image while preserving its artisanal heritage. The goal was to increase its appeal to a broader audience especially internationally by redesigning its visual identity, packaging lines, and online presence.

Challenge

How do you breathe new life into a traditional brand without losing its soul? The challenge was to reposition Fruidoraix visually in a highly competitive premium confectionery market, where heritage often clashes with modern retail expectations. The calisson, in particular, had a dated image that needed a bold creative refresh to appeal to a younger, design-conscious audience both in-store and online.

Results

Complete rebrand in 2021 with a new art direction bridging tradition and modernity Redesigned packaging increased shelf visibility by +30% New Shopify store design boosted monthly online sales by +35% Refreshed content and social media strategy grew online communities by +200% Expansion into Germany, Australia, and the UAE was supported through the new visual identity

0

0

engagement event

0

0

engagement event

0

0

engagement event

0

0

Video/Photo Performance

0

0

Video/Photo Performance

0

0

Video/Photo Performance

0

0

Audience growth

0

0

Audience growth

0

0

Audience growth

{

FAQ

}

{

FAQ

}

{

FAQ

}

My Own Creative Brief

Designing for Impact: From Idea to Execution

How would you describe your profile in a few words?

I’m a senior art director specialized in branding, graphic design, packaging, and digital content. Passionate about visual arts since early childhood, I create bold, engaging identities that combine aesthetic precision with creative impact.

Where are you based? Do you work remotely?

I’m based in France but fully open to international opportunities, especially across Europe. I’m comfortable working on-site, remotely, or in hybrid setups depending on the team and project needs.

What types of projects do you enjoy most?

Projects with a clear vision and creative ambition — brand launches, rebranding, product design, 360° campaigns, or visual storytelling. I enjoy collaborating on ideas that push boundaries and bring meaning to design.

Which tools do you use daily?

Mainly Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Figma, Framer. I also use collaborative tools like ClickUp and Notion to manage projects efficiently.

Are you currently available?

Yes, I’m open to new creative opportunities in the short and long term. Feel free to get in touch to discuss availability or upcoming projects.

Do you speak English?

Yes, I work in English daily, both written and spoken. I’m fully comfortable in international and multicultural environments.

What’s your background?

I have over 15 years of experience in art direction across premium food, culture, luxury, and events. My work blends strong visual storytelling with strategic design thinking.

Why work with you?

Because I bring creative vision, attention to detail, and strategic insight. I build visual identities that are bold, cohesive, and emotionally resonant — and because this isn’t just my job, it’s what I’ve always done.

Looking for someone creative, strategic, and fully invested to strengthen your team?

📩 Let’s talk: fabien.one@gmail.com

Designing for Impact: From Idea to Execution

Looking for someone creative, strategic, and fully invested to strengthen your team?

📩 Let’s talk: fabien.one@gmail.com

How would you describe your profile in a few words?

I’m a senior art director specialized in branding, graphic design, packaging, and digital content. Passionate about visual arts since early childhood, I create bold, engaging identities that combine aesthetic precision with creative impact.

Where are you based? Do you work remotely?

I’m based in France but fully open to international opportunities, especially across Europe. I’m comfortable working on-site, remotely, or in hybrid setups depending on the team and project needs.

What types of projects do you enjoy most?

Projects with a clear vision and creative ambition — brand launches, rebranding, product design, 360° campaigns, or visual storytelling. I enjoy collaborating on ideas that push boundaries and bring meaning to design.

Which tools do you use daily?

Mainly Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Figma, Framer. I also use collaborative tools like ClickUp and Notion to manage projects efficiently.

Are you currently available?

Yes, I’m open to new creative opportunities in the short and long term. Feel free to get in touch to discuss availability or upcoming projects.

Do you speak English?

Yes, I work in English daily, both written and spoken. I’m fully comfortable in international and multicultural environments.

What’s your background?

I have over 15 years of experience in art direction across premium food, culture, luxury, and events. My work blends strong visual storytelling with strategic design thinking.

Why work with you?

Because I bring creative vision, attention to detail, and strategic insight. I build visual identities that are bold, cohesive, and emotionally resonant — and because this isn’t just my job, it’s what I’ve always done.

Designing for Impact: From Idea to Execution

How would you describe your profile in a few words?

I’m a senior art director specialized in branding, graphic design, packaging, and digital content. Passionate about visual arts since early childhood, I create bold, engaging identities that combine aesthetic precision with creative impact.

Where are you based? Do you work remotely?

I’m based in France but fully open to international opportunities, especially across Europe. I’m comfortable working on-site, remotely, or in hybrid setups depending on the team and project needs.

What types of projects do you enjoy most?

Projects with a clear vision and creative ambition — brand launches, rebranding, product design, 360° campaigns, or visual storytelling. I enjoy collaborating on ideas that push boundaries and bring meaning to design.

Which tools do you use daily?

Mainly Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Figma, Framer. I also use collaborative tools like ClickUp and Notion to manage projects efficiently.

Are you currently available?

Yes, I’m open to new creative opportunities in the short and long term. Feel free to get in touch to discuss availability or upcoming projects.

Do you speak English?

Yes, I work in English daily, both written and spoken. I’m fully comfortable in international and multicultural environments.

What’s your background?

I have over 15 years of experience in art direction across premium food, culture, luxury, and events. My work blends strong visual storytelling with strategic design thinking.

Why work with you?

Because I bring creative vision, attention to detail, and strategic insight. I build visual identities that are bold, cohesive, and emotionally resonant — and because this isn’t just my job, it’s what I’ve always done.

Looking for someone creative, strategic, and fully invested to strengthen your team?

📩 Let’s talk: fabien.one@gmail.com

Build

With you

© Hellotrei / Fabien Parent