LIONEL
RICHIE

• PACKAGING DESIGN
• ADVERTISING

JMD partnered with music legend Lionel Richie to create his firstmasterbrand fragrance collection, developing a full 360° creative vision spanning brand identity, packaging, advertising campaign, and content creation.

Working closely with Lionel, the collection was designed to reflect his warmth, sophistication, and timeless sense of style. Inspiration came directly from time spent with him in his home, where rich gold and gem tones, layered textures, and refined neutral palettes shaped the creative direction. The fragrance bottles paired soft architectural forms with luxurious detailing and were designed to feel both elevated and deeply personal, capturing the effortless elegance synonymous with Lionel himself.

The result was a fragrance collection that translated Lionel Richie’s world into a modern luxury brand experience: warm, iconic, and unmistakably refined.