Brand Identity for a Sculptural Jewelry Brand

Client Modern Primitive Industry Body Art & Accessories

Year 2023

Location Cluj, Romania

Category Visual Guidelines Modern Primitive is a jewelry and body adornment atelier based in the heart of Transilvania, merging contemporary design with ancestral piercing practices and ritual-inspired craftsmanship.

As Modern Primitive set out to move toward a more refined, luxury-focused positioning, UX research and market insights provided by the team highlighted a need for the visual identity to better align with this goal. I first developed three stylescapes to explore different visual directions for the brand. Through presentation and collaboration, one stylescape was selected and used as the foundation for shaping the final branding direction.

FROM STYLESCAPES TO BRANDING Modern’s Primitive branding guidelines set the foundation for a cohesive and expressive visual identity. They capture the brand’s essence and translate it into a clear, flexible system designed to guide consistent communication across platforms.

WORDMARK The wordmark was developed as a custom typographic logo, combining bold geometric structure with subtle irregularities to reflect the brand’s raw and unconventional character.

MONOGRAM The monogram distills the identity into a compact, memorable sign, using the initials MO / PR to create a bold symbol that works across smaller applications.

FONTS The typography pairs BARON NEUE’s raw, primitive character with MINIONn’s more refined, modern voice, reflecting the duality of Modern Primitive. INTER supports the system as a clear, highly legible typeface for body text.

COLOR PALETTE The color palette was designed to express the brand’s duality, combining black as the MODERN element with earthy, organic tones that highlight its artisanal and PRIMITIVE side. Together, these colors reinforce the essence of MO/PR`s and create a visual language that fully resonates with the brand’s name and purpose. BRANDING BOOK

Once the logo, typography, and color palette were approved, I developed a branding book to define the visual system and guide its consistent application across future touchpoints. It serves as a practical reference for maintaining clarity, cohesion, and recognizability throughout the brand.

The brand identity was extended through motion and imagery, highlighting the jewelry’s sculptural forms, raw textures, and dark atmospheric character.

I also created editable social media templates in Canva, making it easy for the brand to apply the identity consistently across posts. The system translates Modern Primitive into a clear digital format, balancing strong visuals with a dark, distinctive, and recognizable presence.

A minimal packaging concept was developed as a future extension of the brand, translating Modern Primitive into a refined physical experience. Designed to support the brand’s growth, it carries the same dark, distinctive character in a more reduced and premium form.

The catalog was designed in black and white to keep the focus on the jewelry itself. By avoiding color, the visual system highlights the silver pieces and reinforces their handcrafted, raw, and sculptural character.

This project was about building more than a visual identity, it was about creating a strong foundation for Modern Primitive to grow. By developing a cohesive system across logo, typography, color, print, digital, and future packaging, the brand now has the tools to evolve consistently and confidently.