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Most jewelry brands don’t have a logo problem.
They have a “who is this for?” problem. When KEESA Jewels came to me, the brief was [what they asked for]. But the real issue was "they looked like everyone else in the category"
So before opening Illustrator, I ran Discovery:
→...
Most jewelry brands don’t have a logo problem.
They have a “who is this for?” problem. When KEESA Jewels came to me, the brief was [what they asked for]. But the real issue was "they looked like everyone else in the category"
So before opening Illustrator, I ran Discovery:
→...
Most cafés are designed for people who want to be seen. I wanted to design one for people who’ve spent years not being seen.
Parents aged 38-52, with kids now grown, spent a decade making everyone else feel looked after. Nobody’s doing that for them anymore.
So the strategy behind...
Jewel Babe: Brand Identity & Strategy for a Playful, Affordable Jewelry Brand https://contra.com/p/gUg2o3mN-jewel-babe
Jewel Babe had a product people liked and branding that looked like everyone else’s. The old wordmark and packaging felt generic, so nothing about the brand told...
