Oxford Jewel is an antique jewelry business based in Pasadena. After several years of successful business on Ebay they had just purchased a physical retail location. As a part of this new step they wanted me to help them with a rebrand. Because Oxford Jewel already had a strong customer base of antique jewelry hobbyists, the owner wanted an identity that would appeal to a younger audience that wanted a new source of fashion inspiration.
I helped evaluate their current brand and give them a quick and affordable solution that modernized the company’s imagery and helped it to stand out from the competition. This involved creating a simple brand guide with a logo, typefaces, color palette, and a brand pattern. Much of Oxford Jewel’s competition either felt old and out of touch, or very dark and historical, in order to avoid these niche’s we went for a fun and vibrant look that helped to attract people who weren’t aware of the joys of the antique jewelry market.
For the logo, the owner just wanted to use a simple wordmark. This would help her to maintain consistency in an easy and identifiable way. She also wanted to make Jewel the word with greater visual hierarchy so that her line of business would be more clearly apparent. For this pairing I used a slightly modified version of Abril Fatface and Montserrat. This gave her a fun and modern header typeface as well as a workhorse that could be used for body text and subheaders.
The color palette was designed to represent the bright hues of antique jewelry.Antique jewelry is very vibrant and uses many kinds of precious stones as well as gold and silver. In order to create designs that matched this energy the owner of Oxford Jewel wanted a color palette that could grab attention just like a brooch or necklace does.
The next step was creating a colorful pattern for use on graphics as well as packaging. The first step in creating the pattern was illustrating the individual elements. I was given a list of specific symbols that are used in Art Nouveau and Victorian jewelry. From there I tried to balance out different types of symbols so that the pattern would balance floral elements with more gritty ones. After illustrating these I balanced them in size and placement and created a bright version with the full color palette as well as a monochromatic pink for more subtle use cases.
This print invite was actually created before the brand identity and color palette were finalized because of the need to get the invites to customers in time for the opening of the new shop. It helped customers to get a brief glance at some of the upcoming visual changes, without giving it all away.