Client
French Connection Body
French Connection is a British fashion and lifestyle brand known for its confident visual identity and directional approach to design. The brand's FCUK identity established it as one of the more culturally aware fashion labels of its era, with a visual language that relied on wit, restraint and typographic confidence rather than the decorative register of many lifestyle brands. The French Connection Body range extended the brand's aesthetic into fragrance and bodycare, creating a product line that carried the fashion brand's sensibility into the personal care context.
+ PROJECT OVERVIEW
Art direction for the French Connection Body hotel amenity programme, delivered via Concept Amenities. The brief required translating a fashion brand identity built for retail and advertising contexts into a hotel amenity collection encountered in an entirely different register.
Fashion brands moving into hospitality amenities face a specific challenge: the signals that communicate authority in fashion, bold identity, typographic confidence, cultural awareness, need to be recalibrated for a guest who is not engaging with the brand as a consumer. They are trusting it. The packaging needed to hold the brand's character without the retail environment that normally frames it. Every material and finish decision followed from that question.
+ WHAT WE DELIVERED
A complete French Connection Body hotel amenity suite art directed for luxury hospitality deployment. Material and finish specifications chosen to carry the brand's confident aesthetic in the reduced context of the hotel bathroom. Typography and label design developed to hold the brand's visual identity at close range and arm's length. Master artworks and technical production specifications prepared for international manufacturing. Brand implementation documentation developed to ensure consistent deployment across hotel properties globally.
+ OUTCOME
The French Connection Body amenity programme was delivered for hotel deployment via Concept Amenities, extending the brand's retail identity into the hospitality channel with coherence and confidence. The work demonstrates that fashion brand identities, when approached through the right set of questions, can translate into the hospitality context without losing what makes them distinct. The object carries the brand. The guest carries the memory.
+ MY DELIVERABLES
Art direction for the full French Connection Body amenity suite. Material selection and finish specification. Typography and label design to French Connection brand standards. Master artwork development and technical production specifications. Quality control oversight throughout production. Brand implementation documentation for international hotel deployment. Delivered via Concept Amenities.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
Client
Client
French Connection Body
French Connection Body
French Connection is a British fashion and lifestyle brand known for its confident visual identity and directional approach to design. The brand's FCUK identity established it as one of the more culturally aware fashion labels of its era, with a visual language that relied on wit, restraint and typographic confidence rather than the decorative register of many lifestyle brands. The French Connection Body range extended the brand's aesthetic into fragrance and bodycare, creating a product line that carried the fashion brand's sensibility into the personal care context.
+ PROJECT OVERVIEW
Art direction for the French Connection Body hotel amenity programme, delivered via Concept Amenities. The brief required translating a fashion brand identity built for retail and advertising contexts into a hotel amenity collection encountered in an entirely different register.
Fashion brands moving into hospitality amenities face a specific challenge: the signals that communicate authority in fashion, bold identity, typographic confidence, cultural awareness, need to be recalibrated for a guest who is not engaging with the brand as a consumer. They are trusting it. The packaging needed to hold the brand's character without the retail environment that normally frames it. Every material and finish decision followed from that question.
+ WHAT WE DELIVERED
A complete French Connection Body hotel amenity suite art directed for luxury hospitality deployment. Material and finish specifications chosen to carry the brand's confident aesthetic in the reduced context of the hotel bathroom. Typography and label design developed to hold the brand's visual identity at close range and arm's length. Master artworks and technical production specifications prepared for international manufacturing. Brand implementation documentation developed to ensure consistent deployment across hotel properties globally.
+ OUTCOME
The French Connection Body amenity programme was delivered for hotel deployment via Concept Amenities, extending the brand's retail identity into the hospitality channel with coherence and confidence. The work demonstrates that fashion brand identities, when approached through the right set of questions, can translate into the hospitality context without losing what makes them distinct. The object carries the brand. The guest carries the memory.
+ MY DELIVERABLES
Art direction for the full French Connection Body amenity suite. Material selection and finish specification. Typography and label design to French Connection brand standards. Master artwork development and technical production specifications. Quality control oversight throughout production. Brand implementation documentation for international hotel deployment. Delivered via Concept Amenities.
Client
Client
French Connection Body
French Connection Body
French Connection is a British fashion and lifestyle brand known for its confident visual identity and directional approach to design. The brand's FCUK identity established it as one of the more culturally aware fashion labels of its era, with a visual language that relied on wit, restraint and typographic confidence rather than the decorative register of many lifestyle brands. The French Connection Body range extended the brand's aesthetic into fragrance and bodycare, creating a product line that carried the fashion brand's sensibility into the personal care context.
+ PROJECT OVERVIEW
Art direction for the French Connection Body hotel amenity programme, delivered via Concept Amenities. The brief required translating a fashion brand identity built for retail and advertising contexts into a hotel amenity collection encountered in an entirely different register.
Fashion brands moving into hospitality amenities face a specific challenge: the signals that communicate authority in fashion, bold identity, typographic confidence, cultural awareness, need to be recalibrated for a guest who is not engaging with the brand as a consumer. They are trusting it. The packaging needed to hold the brand's character without the retail environment that normally frames it. Every material and finish decision followed from that question.
+ WHAT WE DELIVERED
A complete French Connection Body hotel amenity suite art directed for luxury hospitality deployment. Material and finish specifications chosen to carry the brand's confident aesthetic in the reduced context of the hotel bathroom. Typography and label design developed to hold the brand's visual identity at close range and arm's length. Master artworks and technical production specifications prepared for international manufacturing. Brand implementation documentation developed to ensure consistent deployment across hotel properties globally.
+ OUTCOME
The French Connection Body amenity programme was delivered for hotel deployment via Concept Amenities, extending the brand's retail identity into the hospitality channel with coherence and confidence. The work demonstrates that fashion brand identities, when approached through the right set of questions, can translate into the hospitality context without losing what makes them distinct. The object carries the brand. The guest carries the memory.
+ MY DELIVERABLES
Art direction for the full French Connection Body amenity suite. Material selection and finish specification. Typography and label design to French Connection brand standards. Master artwork development and technical production specifications. Quality control oversight throughout production. Brand implementation documentation for international hotel deployment. Delivered via Concept Amenities.