Aura Jewerly  is a workshop where resin and flower decorations are created using hypoallergenic fittings. Each piece of jewelry is handmade and has its own personality. The target audience of the brand is girls and women aged 18 to 30 years with an average monthly income of 50-70 thousand rubles. They are interested in beauty, art and home aesthetics, as well as beige aesthetics. They want to get beautiful jewelry bearing the imprint of wildlife. The customer sought to make his brand more recognizable and stand out from the competition.
The concept I have proposed represents the aura as something weightless and easily felt, like the shadow of a flower covering the sun, like a light breeze. The four colors create a simple but natural range and reflect the four seasons: winter, spring, summer and autumn. The font pair also gives the brand the lightness and aesthetics that a jewelry brand should have. To create the project, I used the digital tools Adobe Photoshop and Adobe Illustrator. I was inspired by the shadows of real colors and studied dozens of photographs by photographers to understand how best to depict a shadow. I also developed a small-scale typography system to make branding more consistent and not chaotic. By placing jewelry on some shadows, Aura, I wanted to create an additional effect of presence and create a contrast between the lightness of the shadow and the unreality of the shadow, and the materiality of the decoration. Special thanks should be given to the Russian High School of Economics (HSE art and design school) and to the tutor Tatiana Dunaeva.