culture: a brand's language

predubezhdai is a project about self-discovery, returning to yourself, preserving your inner child and sensory experience. its founders describe fragrances as a 'chest of memories', giving physical form to feelings and impressions

the brand creates perfumes, hair mists, skincare and home fragrances, with particular attention to aesthetics, packaging design and textures

strengthen the brand's visual and verbal identity, bring depth through a folkloric and anthropological perspective, and present its products in a way that reflects its character

in 2022-2023, i worked on art direction and creative curation. i shot some content myself, found and briefed photographers, and managed collaborations with other brands

in 2024-2025, i moved into writing, creating essays on culture and anthropology for the brand's own magazine

over the course of our collaboration, the instagram audience grew by tens of thousands of followers, while the telegram magazine attracted several thousand readers