Proper Provisions
Brand Identity, Art & Creative Direction, Packaging Design & Photography
Project Collaboration with Haley Kim
Proper Provisions celebrates the richness of California’s seasonal harvests while reflecting the culinary spirit of the Proper Hotels. Rooted in wellness, creativity, and a deep connection to place, we extends that ethos beyond the hotel experience, transforming culinary experiences into sophisticated, everyday pantry goods that bring the ethos of Proper living into your home kitchen.
BRAND EVOLUTION
The Proper Hotel’s eclectic, layered, and approachable luxury sets it apart from competitors. Each of the locations feels genuinely rooted to the city, through design, food, and wellness. The brand skews very high-end, with few everyday touchpoints beyond the stay. More accessible take-home products, sold at the hotel and in select luxury grocers can bring comfort, warmth, and ongoing connection to the Proper experience.
PRODUCT LINE CONCEPT
Our first collection begins with Calabra, the coastal-Mediterranean restaurant that embodies the vibrancy of Santa Monica Proper. Together, we’ve distilled their signature style into a line of elevated essentials. Future releases will bring new collaborations from across the Proper family, each offering its own culinary perspective to expand the range of sophisticated flavors, seasonal ingredients, and chef-guided creativity you can enjoy at home.
A product line of intentionally selected, pantry staples, to bring a taste of the Proper ethos into your home kitchen.
ART DIRECTION
The art direction for Proper Provisions draws directly from the interior design and architecture of Proper Hotel. The packaging is inspired by the materials, textures, and details found throughout the space, like warm wood, soft textiles, natural light, and refined forms. These influences translate into tactile design decisions: embossed ceramic bottles, custom wooden caps, canvas fabric seals, and natural fiber paper. Each element reflects the same attention to detail found within the hotel environment, creating a sense of cohesion between space and object.
PRODUCTION
Our prototypes were developed through a hands-on, material-driven process. Each bottle, spice container, and custom cap was 3D printed to establish consistent form, proportion, and structure across the system. Each piece was then hand-sanded and painted to replicate the look and texture of matte ceramic, while the caps were finished to evoke the warmth and tactility of natural wood. The final products were styled and staged for both product and lifestyle photography, creating a cohesive visual system that extends across digital, physical, and social applications.
Sophisticated, Unconventional, Expressive, Bold, Ritualistic
