The Blue Archive is a brand experience design studio specialising in sensorial marketing and cultural storytelling. We express ourselves through the evolving and universal culture of food.
Identity through senses
Luxury is what you remember
We are living in an age of excess, where true relevance is no longer defined by accumulation, but by the depth and meaning behind our actions and choices.
Brand Communication
It’s not just how your brand looks. It’s how it lives in people’s minds.
We craft communication systems that define how brands live in people’s minds – not just how they look. From message development to campaign execution, we design frameworks that ensure clarity, consistency, and long-term impact. Our process covers every step: defining core messages, creating scalable communication systems, planning marketing and content calendars, supporting internal teams, and designing PR, campaigns, and content. By keeping strategy and creativity under one roof, we maintain full control and deliver cohesive storytelling across every channel.
SERVICES
Brand Communication
It’s not just how your brand looks. It’s how it lives in people’s minds.
We craft communication systems that define how brands live in people’s minds – not just how they look. From message development to campaign execution, we design frameworks that ensure clarity, consistency, and long-term impact. Our process covers every step: defining core messages, creating scalable communication systems, planning marketing and content calendars, supporting internal teams, and designing PR, campaigns, and content. By keeping strategy and creativity under one roof, we maintain full control and deliver cohesive storytelling across every channel.
Experience Design
We create experiences that brand beautifully, sell hard, and stay remembered.
We design retail experiences that connect brand, space, and emotion – online and in-store. From concept to activation, we create environments and moments that turn attention into action. Our work spans every layer of the experience: defining your placemaking vision and strategy, curating new retail concepts and partnerships, crafting windows with stopping power, and designing events and activations that bring your brand to life. By uniting storytelling and spatial design, we transform retail into a living brand experience.
Production & Execution
We bring your concept to life with precision, calm, and beauty.
We turn creative direction into reality with precision. From production and logistics to on-site management, we oversee every operational detail to ensure seamless execution. Our work spans every stage: scouting and managing venues, curating and coordinating suppliers, designing installations and styling immersive environments, and collaborating on food and drink concepts that express your story. By keeping creativity and operations under one roof, we maintain full control and deliver experiences that flow effortlessly – and feel unmistakably yours.
Content & Storytelling
We capture and shape the narratives that define how your brand is remembered.
We create visual worlds that extend your brand story across every touchpoint. From concept and art direction to live content capture, we translate emotion into imagery with precision and intent. Our work covers every layer of expression: editorial photography, film, and campaign assets; branded collateral and packaging; and graphic design for menus, signage, and keepsakes. By uniting storytelling and design craft, we ensure your brand looks as powerful as it feels – before, during, and long after the event.
Consulting & Partnerships
We help brands stay ahead by connecting strategy with cultural meaning.
We help brands stay ahead by connecting strategy with cultural meaning. Through insight, activation, and partnership, we translate relevance into experiences that resonate. Our work spans cultural intelligence consulting, brand activation strategy, and the integration of campaigns and events across physical and digital platforms. We also secure and align sponsor collaborations and design launch and press events that generate genuine attention and buzz. By bridging culture and commerce, we help brands build presence that lasts.
Diana Dumitru
Creative Director
Diana Dumitru is a strategic thinker with a creative core, known for bridging vision and execution with rare precision. As Founder and Creative Director of The Blue Archive, she applies her signature approach to brand experience — using food-led storytelling to awaken the senses and build emotional and cultural connection.
Before founding The Blue Archive, Diana was Head of PR for Porsche Central and Eastern Europe, leading communications across 27 markets and delivering award-winning campaigns spanning luxury launches, influencer partnerships, and diversity initiatives.
Her refined yet rebellious style reflects a passion for experimentation and storytelling. Guided by the belief that recognizing patterns helps decode the world, she connects dots others don’t yet see — designing brand experiences that leave lasting impressions.
The Method
The Sense Method
The SENSE Method is The Blue Archive’s proprietary framework for shaping how people see, feel, and remember brands. Rooted in luxury psychology, cultural intelligence, and sensorial design, it connects analytical strategy with emotional depth — transforming abstract ideas into lived experiences.
SENSE stands for Strategy and Experience based on Nostalgia, Sense, and Emotion. It’s a way of decoding human perception to create meaning that endures beyond the moment. Through this method, we craft brand experiences that feel intuitive, intentional, and culturally relevant — blending logic and feeling into one continuous story.
Purpose: The SENSE Method defines our philosophy — using the senses as a bridge between brand strategy and human emotion, turning awareness into memory and memory into connection.
The Collaboration
Where intention meets execution
The Blue Archive isn’t an outside agency — we work as an extension of your team. We step in when you need strategic clarity, creative direction, or cultural insight, and step out when you don’t. This flexible setup lets us move with precision, shaping ideas from inside your world while keeping a broader cultural view.
We integrate naturally into existing workflows, adapting to your voice, pace, and vision. Our approach blends analysis with emotional intelligence so every activation, experience, or narrative feels both grounded and relevant.
Purpose: To offer partnership without permanence — delivering fresh perspective, deep focus, and creative force exactly when needed. We strengthen what’s already there, elevating how brands express themselves through the senses.
The Collective
Built by experts
Every Blue Archive project is shaped by a hand-picked collective of experts — chefs, artisans, stylists, florists, producers, and cultural leaders — chosen not only for their craft, but for their sensitivity to context and story. Each contributor brings a distinct lens shaped by their discipline, culture, and lived experience.
This multidisciplinary approach ensures that every detail carries meaning — from the food and materials to the visual rhythm and emotional tone. Together, we design encounters that feel layered and alive, where art direction meets anthropology and strategy meets intuition.
Purpose: The collective represents the human heartbeat of The Blue Archive — a network of creative minds driven by precision, empathy, and shared curiosity. It’s how ideas gain depth, and experiences gain soul.
The Process
From vision to experience
Every collaboration follows a clear process:
Connect – Share your challenge or idea.
Define – Clarify purpose, audience, and outcome.
Design – Craft a tailored concept rooted in the senses.
Deliver – Execute seamlessly.
Remember – Create moments that live on in memory.
This framework gives our work direction. It keeps the collaboration structured without limiting creativity, and ensures every step moves us closer to an experience that feels intentional, aligned, and true to the brand we’re creating for.
Purpose: The process reveals how we move from clarity to connection — structuring creativity so every brand story we tell is both strategic and sensorial, built to last in memory.
C 2025
With love from Prague