Sometimes all it takes is a refresh. This 15-year-old website and logo did not reflect the one-of-a-kind artisan jewelry and thriving business it represented.
The original logo was dated, but also hard to use. While inspired by the previous (and memorable) checkerboard design, the new graphic execution mirrored and complimented the contemporary aesthetic of the jewelry itself. The result was a simplified balanced rendering, paired with a logotype customized details drawn from angles of the new checkerboard.
With a newly designed logo family, the logo can be applied with ease across applications for maximum legibility from signage and stationery to digital platforms.
Touches of gold foil reflect the attention to detail and design of the product, without overpowering the jewelry itself.
Simple gold foil accents and mixing of typography create a rich, sophisticated brand system.
New brand elements were combined we preexisting product photography on a Squarespace template. Additional graphic elements, such as a metallic palette, subtle gradients and a channel-set rule line were additional brand elements added to the identity system for use on the website.