Art director & brand designer
carletti
2023
- featured work
Creative concept for Carletti
Insight
What the “P” stands for?
Carletti is a Danish candy manufacturer best known for their classic treat, P-Tærter. Despite its popularity, most Danes don’t actually know what the “P” stands for — and the logo’s resemblance to a parking sign has gone unnoticed for years. This campaign flips that coincidence into a playful idea: turning something sour into something sweet. Unlucky drivers who receive a parking ticket are handed a fake one — with a twist. Inside, they find a free voucher for a bag of P-Tærter.
Concept & Art Direction
Carletti
2024
Aarhus, DK
Tools
Photoshop, Illustrator, InDesign, Lightroom, Blender.
Creative direction
Parking reward?
As part of the campaign, I developed creative materials including outdoor advertising and a landing page where users could upload real parking tickets to claim their reward. The tone is humorous and self-aware — a lighthearted brand activation that gives Danes a reason to smile after an annoying moment. Because if life gives you a parking ticket, Carletti gives you chocolate.