Hope, Dream, Peace, Passion, Courage, Faith, and Love are the seven magic words of Jou Accessories. Jou is founded and created by young Iranian jewellery designer, Maral Sotouhi, introducing a minimal unique style based on Morse Code.

Morse Code is a system for representing letters of the alphabet, numerals, and punctuation marks by an arrangement of dots, dashes, and spaces. It is used by sequencing the combination of dots and dashes while pausing for the correct gap. The codes are transmitted in different forms of electrical pulses of varied lengths, analogous mechanical signals, or visual signals such as flashing lights.

Jou, the Morse Code accessories, follows the same rule. Sequence of dots and dashes are respectively replaced by rounded and cylinder beads made of Sterling Silver. Each sequence comes in different forms of customized bracelets and necklaces which have the option of representing any word according to customers’ choice. This way, customers get the chance to wear names that are special to them.

Jou’s visual identity system is also inspired by Morse Code system. Dots and dashes fluidly move through thin lines of letters in this unique dynamic system expressing the exclusive style of Morse codes in combination with classic form of English alphabet. Sliding beads adds a dash of playfulness to Jou’s visual identity.

The dynamic style of brand’s visual identity along with its unique typeface design, have shaped an elegant minimalistic structure which can be extended to different platforms. Such reproductive structures allow Jou to be easily re-designable to match any occasion. That is how the typographical identity system develops to create personalised holder cards for each bracelet or necklace, decorated by Jou’s exclusive typographic system.

Inspired by skin colour, Jou’s colour palette consists of nude shades of pink and green to emphasise the minimalistic atmosphere of Jou as well as including customers with different tastes and preferences.