Johari Jewellery
2022 FULL BRANDING PACKAGE JEWELLERY BRAND
BRAND IDENTITY
PACKAGING DESIGN
A brand identity for a fine jewellery brand that celebrates African culture, while appealing to a Western aesthetic. Positioned within the mid-range luxury market, the jewellery is gold-plated using high-quality techniques for lasting wear.
The client’s brief was to create a brand that resonates with women who value quality, craftsmanship, and meaningful pieces, but without relying on literal ‘African’ visual tropes. We focused on communicating the brand's core values: empowerment, connection to heritage, and a sense of understated luxury, and evoked a sense of Africa in a subtle, modern way.
The Johari Branding is soulful and sentimental. The colours are natural and earthy tones that are
found in African landscape. They are warm, deep and harmonious. The branding is rich in texture creating depth and summoning the senses. Natural materials, and imagery comprising of natural texture like grainy sands add warmth, depth and beauty. Raised surfaces and luxe moments such as gold foiling create tactile moments that invite touch. It uses strong contrast and bold, abstract shapes for impact as is often found in African print and art. The typography is elegant, and luxe with feminine lines. offering a lasting and elegant jewellery experience.
