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Biche launch campaign

Contributed by Tida Tep  on Apr 27th, 2026. Artwork published in
April 2026
.
Biche launch campaign 1
Tida Tep. License: All Rights Reserved.

I have developed the launch campaign for Biche, a luxury pet beauty brand based in New York City and founded by Alex Pauly. Centered on the tagline “Beauty for the Beast,” the concept reimagines 1980s masculine fragrance ads, with photography by Ryan Duffin. The campaign features men alongside their dogs, utilizing tightly spaced Goudy Oldstyle. This typographic choice references Ford’s 1984 “Forward Thinking” advertisement.

Biche launch campaign 2
Tida Tep. License: All Rights Reserved.
Biche launch campaign 3
Tida Tep. License: All Rights Reserved.
Biche launch campaign 4
Tida Tep. License: All Rights Reserved.
Biche launch campaign 5
Tida Tep. License: All Rights Reserved.

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