Work / Visual Design

3D Jewels
Brand Identity

3D Jewels is a concept for a custom-made jewelry eCommerce, where luxury and technology come together.

Personal Project     |#graphic design#branding|     Oct. 2017, revisited Oct. 2018

The Brief

Jewelry has always been one of my passions. I feel attracted to the aesthetics of accessorizing, the materials, and the production techniques. Back in the day, making jewelry involved highly manual processes making it exclusive and expensive. Technology advances have made possible the production of affordable pieces with infinite possibilities for customization. That is precisely the concept behind 3D Jewels, to use advanced manufacturing processes to create beautiful designs that clients can buy from the comfort of their homes. Therefore, its brand identity needed to reflect innovation and technology as well as elegance and sophistication.

The Process

The initial approach was to select the key elements of the brand: jewelry and 3D printing. Early sketches of circles representing the front view of a ring with a stone setting started to look like an inviting idea to explore. Iterations of that idea integrated the printing nozzle and turned the ring into part of the machine surrounding the diamond. Trimming off the top corner of the stone helps to illustrate better how, through 3D printing, objects are built by successively adding thin layers of material. Following iterations explored positive and negative space leading to cleaner shapes until achieving the logo icon.

The Outcome

The next phase was to work the woodmark by carefully selecting a set of typefaces that represented 3D Jewels. A mix of serif and sans serif fonts worked well to signify the cleanness of technology and the elegance of jewelry. Lastly, the color scheme featuring white, teal, and dark gray; works well to create contrast between the logo elements in positive and negative applications. Once the icon, fonts, and color scheme integrate well, subsequent applications of the logo on the package, business cards, and website better illustrate the brand's character.