jewelry project

Brand development for an exquisite women's jewelry

Lovi is a jewelry startup.

The brand occupies a niche of small-scale author's jewelry in the medium-plus and high price segments. The cost of jewelry is high due to the author's design and handmade work, a combination of metals, including precious metals, and the complexity of assembling and processing jewelry.

The company puts meanings and symbols in jewelry forms that reflect the ideas of awareness, uniqueness, and even mission, helping people to reveal themselves, and their potential and not forget about their purpose in this world.

The company believes that every person has his/her destiny, his/her dream, his/her guiding star! The brand's goal is to decorate this world with jewelry. The Lovi brand is a compass that helps you to find your dream and not lose your way. And jewelry, like personal beacons, reminds us of the great goals and dreams of a person. Follow your destiny star.

diagnostics

What does the consumer want?

The consumer wants jewelry with meaning. The consumer wants inspiration, a balanced life, to be heard, to be needed, to feel their value, and support, to be different, to broadcast their uniqueness, to be part of the community. Also, the consumer wants the author's jewelry design with additional meanings (jewelry with meaning), good service, and beautiful packaging.

1

The essence of the brand
A jewelry company that unites authentic, creative people, creating timeless jewelry that reminds us of the meaning of life.

2

The brand's mission
To help people find their way to make this world a better place through awareness of their values and goals.

3

Competitors
The market is oversaturated with small and medium-sized companies selling original jewelry. There are a lot of competitors. Competitors talk about astrology, esotericism, and psychology and each has its specific direction. To compete in this market, the brand needs to stand out due to the saturation of forms with meanings.

4

Target audience
The brand's client is a women from 30 to 50 years old. She is a self-sufficient woman who made herself, achieved everything in life by herself, loves herself, and understands herself. She wants uniqueness, meaning, and quality. She wants to do something meaningful and valuable in this world. She loves symbols, mystery, and solving riddles.

Attitude to jewelry: wants not simple jewelry, but additional meaning and essence. She does not like excessive "cheap" mysticism. This woman has high intelligence, is spiritually developed, and successfully self-realized. Her work and education are more often associated with creative professions. She appreciates the uniqueness of the products and is willing to pay more for a personal style and service approach.

Inna, 32 years

"I love jewelry, I have a large collection in which there are rings, bracelets, and pendants from my grandmother. I wear them. I want to give my daughter a gift as a memory and a message from me, which would be preserved for her for the rest of her life. But most jewelry goes out of fashion over time, I want to make a special gift for a loved one. And I found a company whose jewelry suits me."

Inna, 32 years

"I love jewelry, I have a large collection in which there are rings, bracelets, and pendants from my grandmother. I wear them. I want to give my daughter a gift as a memory and a message from me, which would be preserved for her for the rest of her life. But most jewelry goes out of fashion over time, I want to make a special gift for a loved one. And I found a company whose jewelry suits me."

decision

Elements of corporate identity
We decided to use an astrolabe as a logo. The astrolabe is one of the oldest astronomical instruments used to determine the position of celestial bodies. With the help of this tool, travelers were guided by the stars and paved their way to their destination.

We prescribed the characteristics of the brand image and based on this came up with several directions for graphic elements and patterns, photo style, content for social networks, and physical attributes. The features of the project were: the play of light in the frame, quick shooting options - association with the starry sky, art shooting - alien background, fashion shooting, basic shooting with a demonstration of jewelry on the model, subject shooting, etc. The customer has her photo studio and she is delighted with the potential for creativity.

results

Due to the current situation in the world (coronavirus, crisis, etc.), people began to pay close attention to their inner development, perception of life and deep desires dictated not by society (as it was before), but by themselves. This focus makes it possible to be closer to yourself, to be sincere with yourself, and to understand and hear yourself.

After the implementation of branding, the company began to actively develop on the market. The company has noticeably stood out from the competition. The new meaningful branding, which was developed and implemented by our company, brought many new Instagram followers and new orders for the brand. The company has already planned new collaborations with other brands and couturiers. A new collection of the brand is on the way, the presentation of which will take place on the podium in one of the most popular fashion shows in the capital.

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