“Gema” (code name to avoid confusion with the indexing of the customer’s materials, the full name is indicated in the layout) is a jewelry company that is engaged in custom search, processing and sale of natural jewelry stones. The company designs and creates personalised custom Jewellery for the middle and premium segments.
“Gema” is a close functional relationship/partnership/symbiosis between people and objects.
The connection and partnership metaphor is used functionally in the sign, its interpretations, elements, and packaging at joints, bends, and various junctions. The slogan developed as part of the project: “Always together”.
Gema forms a close informational, emotional and professional relationship/partnership / symbiotic relationship with the client, which allows us to create something great together. A person comes to “Gema” in search of a partner in their question of finding a couple/companion in the jewelry field for themselves or for their loved one. Thus, at all levels of the chain, from the formation of the customer’s needs to the final implementation, there is a search for finding a partnershipconnection by all participants in the process.
Gema in terms of positioning and style is free from the dogma of the jewelry industry. The company translates openness, sociability and competence without excessive traditionalism, bombast and emotional pressure on the client. The brand brings to the market a modern attitude to the conservative industry and has its own character, soul and delicate emotional color.
The aesthetics of this project is based on the aesthetics of the industry with the introduction of a flexible metaphor with a slight admixture of emotion. Brand design in this project plays a secondary role of “framing” and delicate graphic support / presentation of the design of visually independent jewelry. This implies a balanced and minimalistic design that focuses on functionality, light and visual balance.
- Agency/Creative: Artgeneracia
- Article Title: Artgeneracia Creates Branding for Gema a Custom Jewellery Company
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Tver
- Market Region: Europe
- Project Deliverables: Art Direction, Brand Creation, Brand Design, Brand Identity, Brand Redesign, Packaging Design, Typography
- Industry: Fashion
- Keywords: Brand Identity, Logo, Logotype, Graphic Design, Typography, Art Direction, Corporate Identity, jewellery, Gem, Gems, Fashion
Art-direction & brand design: Ivan Voznyak