Concept • Creative Direction • Copywriting • Visual Execution
OVERVIEW
PESACH™ is a conceptual beauty capsule that reimagines Passover through the language of luxury cosmetics.
Traditional holiday elements are translated into high-end beauty products — maintaining a fully believable, editorial aesthetic.
The result sits between design, culture, and subtle absurdity.
THE IDEA
What if Passover wasn’t a holiday — but a beauty brand?
Matzah becomes a pressed bronzer.
Gefilte fish becomes a blending sponge.
Horseradish becomes a reactive lip tint.
Charoset becomes a dense hand cream.
Each product is treated seriously.
Almost too seriously.
CREATIVE APPROACH
The project relies on tension:
Familiar objects in unfamiliar contexts
Luxury aesthetics applied to everyday tradition
Clean visuals paired with slightly unsettling copy
Nothing is explained.
The humor reveals itself.
VISUAL LANGUAGE
Minimal. Neutral. Textural.
Soft beige and muted tones
Close-up product photography
Editorial lighting
Clean, premium composition