PROBLEM: How to distinguish oneself in the jewellery-rich market and become a premium brand at relatively little promotional cost? Our task was to create the image from scratch, from naming, through corporate identity, photo shoot concept, to a website project. The overall vision was to be coherent, original and offer a wide range of possibilities for further brand development.
IDEA: Gemstones in the context of classical beauty from the depths of the earth. Universal jewellery that perfectly goes with both day and evening styling (duality). Black vs white, colour vs black & white, blur vs figure, classic vs modern.
SOLUTION: By creating the brand name we were to use; the founder’s name (Ewa – en. Eve) together with a word that is clearly associated with jewellery (Eve + Jewellery = Evellery). Evellery product models were primarily based on gemstones resting in minimalist silver mounts. The idea of duality and contrast was therefore a basis for the corporate identity and its mark. The gemstones harmonized each other dynamically depending on styling, and the same set of earrings and a necklace for example, could be worn both to work (a day styling) and as well as for a festive dinner (an evening styling). We further developed the concept of contrast in a business session which was enriched with the idea of classic beauty in reference to a Greek sculpture. The models stood alternately in front of black and white backgrounds in majestic poses. They are frozen in motion, bringing to mind ancient statues. What is more, the material of a stone is also not without symbolic meaning.
The website and packages are enriched by being closely related to the cut and colour of the product patterns. The visual code dedicated to the products was not only to facilitate navigation in the online store, but also to complement the minimalist photographs of Evellery models through its richness.