TOUS: Icon of Independence

This presentation celebrates 40 years of TOUS’ iconic bear talisman, reimagined through a U.S. lens to expand the brand’s cultural presence. Inspired by the music of Olivia Dean, the concept channels a sense of joyful independence—translating her energy into a visual and narrative direction for TOUS. A strategic collaboration anchors the project, designed to heighten relevance while remaining deeply rooted in the brand’s DNA.

An exploration of identity, emotion, and positioning, the work reflects an intuitive understanding of TOUS at its core. It ultimately led to an immersive internship with TOUS in Barcelona, working within the marketing department to engage with the brand’s craft heritage and contribute to creative content development.