Toile de Now: A Modern Toile Brand, Concept to Campaign
Toile de Now is a concept brand that reimagines classic toile de Jouy for today. The pastoral scenes are replaced with modern-day life, printed across bags, bedding and tablecloths.
The brief: take a traditional, heritage pattern and make it feel current, witty and desirable, with a brand that could sit on a shelf tomorrow.
I created the pattern concept, the brand identity and the product mockups, then built campaign imagery in AI to show the range in real settings, from the home to the street. Every product shares one visual language, so the collection reads as a single brand.
It shows how a product idea can go from sketch to a full brand and campaign with no manufacturing, studio or photoshoot.
Concept work. Images are AI-generated.
- Published
October 18, 2026
