Jewels. A jewellery label that did not want to look like jewellery.

A store window under a stone arcade carrying the Jewels campaign

Social grid alternating Doberman photography with red campaign typography

Overview

The work leans hard into contrast: soft product, hard art direction. The category defaults to soft light, pale skin and whispered typography. Jewels wanted the opposite: a label with an attitude that could sit next to fashion and streetwear without apologising for the price point.

Outcome

A wordmark with weight, an art direction built on hard light and animal presence, and a campaign system that reads at thumbnail size. It is loud on purpose and never decorative.

Scope

Art direction
Visual identity
Campaign system
Packaging

Credits

BRAND^NW, art direction and identity
Photography, studio commission
Casting, external partner
Retouch, external partner

Next project Grit↗ All work

Signal

hi@brand-nw.com↗

An independent studio working at the level of position, perception and presence. Seen, understood, remembered.

Work

Selected Work Fusion House Chime Change

Studio

Studio Recognition Notes Contact

Practice

Position Identity Digital Rollout

Contact

New Business Careers Collaborations hi@brand-nw.com