Not good as new. Better than new.” — what a beautiful hook. Branding with a deep narrative like this always stands out the most. Excited to see where you take this concept next! 🔥
The notion that scars, mistakes, and difficult experiences don't need to be hidden, but can become part of what makes something meaningful, is incredibly powerful.
Introducing LUCE, a fresh chapter in four generations of fine jewelry.
Earthy greens, expressive typography, and thoughtful packaging bring warmth and personality to a brand rooted in heritage.
I worked with LUCE across brand strategy, visual identity, packaging experience, and full Shopify website design and development, bringing every detail into one cohesive world.