Moodboard Rationale

The current et Tigre is clean, minimal, and product-focused. This positioning already offers a strong foundation for polished storytelling. With these new visuals, and topographical changes the brand is elevated to a more playful, polished, and editorially grounded expression. The new visual direction honours the brand’s handmade roots, while demonstrating an enhanced vitality, and vibrancy that effectively expands the brand’s presence without compromising its authenticity.

The brand palette is earthy and balanced. Cornsilk adds warmth and familiarity while the smoky black introduces structure and contrast. Rufous and the asparagus green evoke organic materiality. The lapis lazuli blue connotes subtle richness and timeless quality. 

The social media direction is palpable with enhanced whimsy and editorial elements. By blending high quality UGC, pre-existing owned product focused photography, visual flat lays, and conceptual editorial content, the overall tone across platforms better balances intimacy and refinement. The suggested social media direction offers a glimpse into et Tigre’s process, influence, while simultaneously cultivating a sense of community. Pops of colour with natural backdrops create a diffused softness in feed in balance with the colour. This synergy builds an aesthetic that is artfully assembled and deeply resonant to et Tigre’s audience set. 

The e-commerce direction maintains et Tigre’s signature simplicity and invites more visual play. This new direction furthers depth through layering richer lighting, contrast, and texture. The proposed editorial cropping and unexpected object placements introduce a sense of surrealism, inviting consumers to see the garments not just as pieces to wear, but as expressions of et Tigre’s playful spirit. Integrating brand colours intentionally through use of natural backdrops, terrazzo tile, and terracotta walls will translate into scenes that feel both styled, lived-in, and gently unconventional.