Iro Pothoulaki is a jewelry designer whose work is characterized by organic forms and raw, imperfect shapes, crafted in high-quality 925 sterling silver. Her distinctive pieces are rooted in the beauty of natural textures, with a style that embraces irregularity and a hand-made aesthetic. As Iro took her brand to the next level, she entrusted us with a comprehensive redesign of her logotype, brand identity, packaging, and e-commerce website to establish a cohesive, visually compelling brand presence that reflects the uniqueness of her jewelry.
In creating the brand identity, we aimed to let the jewelry itself command attention. We adopted an all-black color scheme, which serves as a striking yet subtle backdrop to highlight the artistry of Iro’s pieces. Our choice of minimal typography is the sole graphic element, allowing the photography—whether lifestyle shots or product close-ups—to become the main focal point across all platforms. The resulting brand aesthetic is clean, understated, and elegant, emphasizing sophistication and allowing the jewelry’s artistry to take center stage.
Every aspect of the physical branding materials adheres to this identity, maintaining consistency across various mediums. The business card, for instance, features refined silver typography with the logotype in black UV print, adding an extra layer of texture and depth. For the packaging, we opted for a minimalist, matte black box with the logo subtly embossed, ensuring the packaging reflects the elegance and quality of the jewelry inside while avoiding any distractions from the pieces themselves.
The website we designed serves as both an e-commerce platform and an immersive gallery for Iro’s work. Following the established brand identity, the website features a completely black background with carefully chosen minimal typography and clean, balanced layouts. This choice of design maximizes the impact of the photography, shot by Malliaris Panagiotis, whose visuals capture the raw beauty and detailed craftsmanship of each piece. Every element of the site was crafted to enhance the viewer’s focus on the jewelry, ensuring that each piece resonates and “shines” against a sleek, unobtrusive backdrop.
Ultimately, the redesign reflects Iro’s dedication to quality, artistry, and the slow fashion philosophy. The result is a cohesive brand presence that not only reinforces the uniqueness of Iro Pothoulaki’s creations but also provides an elegant, user-friendly e-commerce experience that allows her customers to explore and appreciate her jewelry in a refined, artful setting.