JUVELAN – Logo, Design, Brand

A couple of month ago Johan and Fredrik, the two guys behind Juvelan Jewelry, contacted me. They were looking for the right partner to rebrand their company. Their wish was to upgrade the already existing logo, give it a facelift and add some value and meaning. At the same time they realized that it would`t be done with just a little something added to their logo and it was pretty clear from the beginning, that it would be a complete overhaul. They accepted my offer to take them through the branding process step by step and allow growth and major changes. They were really the best customer a  designer can dream of, as they were so open minded and totally allowed me to explore…

So we started really exploring, what visions they had for their brand. They took their time answering my endless questions in detail and slowly figuring out the direction in which they wanted to go, slowly seeing their vision for JUVELAN more clearly. It`s such a fun process to watch really. In the beginning it feels as if the vision my clients have is hidden in a thick fog. They kind of know who they are and kind of know who their customers are and kind of know what their brand is all about and what their values are. But only kind of. And only by answering questions, thinking about their values, thinking about the feel and the emotions they want their brand to communicate this vision is slowly becoming more clear. The process of collecting moods is very helpful, too. And I have to say that Johan and Fredrik were dream clients, totally allowing the process to unfold their vision for their future brand.

All their answers and their collected moods gave me ideas of where to take their brand. To show them the direction we are going and to discuss how it feels, I create a first vision board. This helps me show my ideas and helps the client get a first feel.

The vision board

The wish was to use the existing JUVELAN logo and add more value to it. Fredrik and Johan defined their brand as elegant, feminine, classy, but at the same time modern and romantic in a minimal way. They wanted their brand to transport their authenticity and sense for beauty. Their ideas for elegance, lightness and a romance brought a butterfly to mind. The first logo designs showers different designs around this idea.

FIRST LOGO DESIGNS

Although Fredrik and Johan loved the first designs, they felt it was`t quite right, they wanted something more authentic, more them. So we dived deep into their business and their processes, looking for all those little things that make them unique. I asked Fredrik to take a video of him creating the jewelry, looking for that little something… The final logo was inspired by the jewelry itself. Inspired by a little twisted loop that is like a signature style for JUVELAN jewelry.

The Logo

Once they saw the logo they knew that that was it, simple, authentic, elegant, romantic, and inspired by their own jewelry. From there the brand styling process began and I started developing different design items for their brand. Colors, fonts, patterns and submarks.

The brand board

Fredrik and Johan did`t want to stop there, they had decided to give their brand the total overhaul. So they asked me to create all they needed to run their daily business. They wanted all their marketing collaterals and stationary items designed in the new look. These items are in daily use and will end in the hands of their customers. So by figuring out which items they will be needing and designing every single one with love and care, they now have a wonderful package, that will make it easy for them continually communicate their values.

The marketing collaterals

And finally the website was upgraded.  Torben Tschechne helped through the technical parts of taking the brand online and helped created a wonderful new website for JUVELAN. Go on, head on over and have a look at JEvELAN`s wonderful jewelry.

The website

And lastly, a big huge thanks goes out to Fredrik and Johan for being as amazing as they are and allowing me to bring their vision to life. Thanks guys!!!