Edge of Ember: A Jewelry Brand Identity Design
A Throwback Look Behind The Scenes at Studio Chavelli
Back before I started focusing on designing for events (and specifically, weddings), my realm as a graphic designer included brand identity projects, marketing collateral, and fun, creative pieces for food and beverage and hospitality companies. I've had the pleasure of working with many awesome brands over the years and thought it would be fun to revisit some of them!
An Identity for a New Jewelry Brand
A few years ago, socially conscious company Edge of Ember needed a modern but feminine logo to represent their fashion philanthropy brand. Described as ‘an evolving series of accessories handcrafted by local artisans in developing Asia’, the company collaborates with people in places like Cambodia, Nepal and Vietnam and reinvests part of their profits back into the communities.
Throughout the branding project, I focused on the concept of linking communities (artisans to buyers) as well as the cyclical nature of the business (profits going back to these communities), the logo below was developed. The lotus flower is a ubiquitous symbol all around Asia and here is hand-drawn with a single connected stroke, stylized to resemble the flames of a fire. Culturally, it's a feminine symbol—itself a representation of beauty and awakening—and in use here it's curves are a marked contrast to the angles and lines of the typography.
Once conceived and designed, the logo was applied to business cards which feature a unique die-cut to accentuate the lines of the lotus. The packaging for the jewelry brand was also developed, with the aim of keeping an earthy feel while maintaining femininity and luxury. Three box sizes were developed (two shown here) for use in both retail environments and for shipping, as well as corresponding jewelry cards to hold the pieces in place.
Business cards: offset printed with spot UV finishing onto thick, custom die-cut, uncoated paper.
Jewelry boxes: custom manufactured drawer boxes with white ink printing onto craft paper and mint green interiors.
Jewelry cards: white ink printed onto custom die-cut craft paper.