the challenge

Gucci is synonymous with reinvention; an ever-evolving narrative of heritage and innovation. The challenge was to craft a concept that pushed the boundaries of brand expression, embracing a new visual language while maintaining the house’s unmistakable DNA. The goal: a bold, unexpected perspective on luxury that feels both timeless and entirely new.

creative direction

filded under:

featured on the dieline

"Specializing in brand identity, packaging, and web design, Riot Atelier delivers at an equally high level across every discipline with the ability to transform even conceptual projects into fully realized experiences. Take, for instance, their speculative work for Gucci. While not an official commission, the project demonstrates an exceptional grasp of brand storytelling, blending experimental design with functional sophistication. The result is a concept that sets a precedent for what luxury branding could (and should) look like. From the packaging design to the experiential elements, every detail is meticulously considered, creating a seamless blend of art and innovation.

This agency isn’t here to follow trends or play it safe. Instead, they’re actively shaping the future of design by pushing boundaries and taking creative risks."

our approach

Riot Atelier envisioned a concept that subverts tradition while amplifying Gucci’s essence. The design direction focused on:

Heritage Reimagined – Referencing archival motifs and classic Gucci iconography while distorting, layering, and modernizing for a fresh perspective.
Tactile Storytelling – Exploring materiality through rich textures, unconventional finishes, and packaging that feels as decadent as it looks.
Subversive Typography – A play on classic serif structures with asymmetry, distortion, and unexpected placements that challenge conventional luxury design.
Art Meets Fashion – Blurring the lines between editorial, fine art, and commercial design, positioning the concept as both luxury branding and visual experimentation.

the impact

By embracing a more raw, visceral approach to high fashion branding, this concept redefines how Gucci’s visual identity can expand beyond expectation. Riot Atelier crafted an aesthetic that is luxurious yet rebellious, refined yet disruptive—an evolution of Gucci’s unmistakable presence in the fashion world.