Smoulder Jewellery

Brand Strategy
Brand Identity Design
Shopify Site Design

featured case study

A brand made with love

Jennifer, the founder of Smoulder, came to me for help branding her new jewelry line (or jewellery as they spell it down under!). As a passion project she did not have a huge budget. We figured out the best way to focus our efforts between brand identity and Shopify site design. Both are important parts of any new brand but it is possible to do both well on a tighter budget by leveraging a toolkit of brand assets across different brand touchpoints.

Jennifer had a definite point of view and a compelling story to tell, as the brand was created in honor of her mother, who was a refugee, and an inspiration for the strength and determination of those seeking a better life.

Smoulder

Through the brand strategy process, we learned Jennifer loved the idea of a fierce mascot that could be leveraged throughout the brand touchpoints. We landed on a tiger and after a few rounds of illustrations, arrived at the perfect level of fierce vs. friendly.

Then came the logotype. After searching through a lot of font libraries, and trying many different options, I found Napoli, a font by Taylor Penton, which I modified to sit on a curve. I added a monogram style mark and a few icons to round out the logo suite. Having a rich toolkit of assets in addition to the logo to choose from is really important for jewelry brands as there are a lot of opportunities for marks and stamps in the products themselves as well as packaging. Added some texture to make the branding elements to look a bit more gritty and voila!

Smoulder brand identity:

As part of my package tailored to solopreneurs, I offer Shopify site setup. We use a pre-existing theme and style with custom typeface selection and color palettes, as well as doing a preliminary site setup with a few sample pages.

Shopify starter site design:

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