Strategy + design for a demi-fine jewellery brand
– IDEA + NARRATIVE
– TONE OF VOICE
– IDENTITY WORD MARK
– LOOK + FEEL
The Ella Stein team reached out to Brands & Space for redesigning the logo and website. This is not an unusual ask from a client but really there was no foundation upon which the transition was expected. The challenge really was to educate the client about the potential of branding and the relevance it has, specifically for a jewellery brand.
After onboarding the client, Brands & Space walked them through a detailed scope of work and deliverables. Immersion included a dipstick research of the global players and their branding practice. We ensured a deep dive into truly understanding the essence of an Ella woman and the tonality that would resonate with her.
Since the product offering was varied and open for multiple extensions in the future (as per the market response and sales), we chose to instead focus and define the Ella woman.
And, so was distilled the brand idea for this always amazing, graceful and evolving feminine power—Infinitely Fine.
The visual grammar of the brand was distilled from the vast and endless sky analogy. The brand assets that included the minimal yet stylised word mark, the seamless and subtle gradient of a colour palette that was contemporary and feminine.
The product portfolio was extensive and not specifically defined, hence basing the photography tonality in sync with the brand colours and an addition of the stark black to complement the otherwise nude pastel palette.
Product photography as well was defined for a specific collection that was being launched at the client’s upcoming event. More focussed and all inclusive guideline was to be set-up at a later date.
The brand’s narrative and attributes were comprehensively drafted to communicate the essence of the Ella Stein woman, for all other branding efforts and activities. This thinking was specifically outlined to have a tone of voice in place.
A simple visual design system leveraging all the assets was put into place for easy execution. The only mandate being that it should be as minimal and classy, and sometimes bold if required as per the demand of the jewellery product item.
The other defined framework was including 3 distinguished and descriptive words to define the Ella woman. Leveraging a typeface that had multiple style + weights helped bring alive the flavour and vibe of the communication.
All in all, while the client team is still exploring the execution—Brands & Space is delighted with the brand storytelling.