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Branding / Visual Identity
Fragments Jewellery
brief: to create a brand identity for a fictitious jewellery designer and retailer based around the theme of "fragments".
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aims: to create a modern contemporary visual identity that will reflect the values and ethos of the brand and appeal to its target audience.
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solution: Inspired by the Japanese art of Kintsugi the design solution focuses on the positive and beautiful aspects of repairing fragmented pieces of pre-loved jewellery with gold to make them more beautiful and desirable than before.
Client /
Fragments Jewellery
[fictitious]
Role /
Graphic Design
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Year /
2017
 The concept idea was to represent the delicate nature of the jewellery design which uses the traditional Japanese art of Kintsugi to repair the breaks and fragments with seams of gold. |  The final logo consists of a circular element that has been broken and repaired elegantly with seams of gold. The negative space of the breaks can be viewed as an 'f' for fragments. |  The logo can be used seamlessly in a white on gold (positive) or gold on white (negative) format depending on the context. |
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 The visual identity for the brand has developed around the principles of Kintsugi and the visible repairs made with gold that makes each piece of jewellery even more beautiful than before. |  The visual identity is applied across all the business collateral in a contemporary and minimalist way. |  The visual identity is applied across all the business collateral in a contemporary and stylish way. |
 The sophisticated brand identity creates an attractive visual statement for the retail store. |  Fragments Jewellery's social media presence is identified by its distinguished logo. |  Fragments Jewellery's social media presence is identified by its distinguished logo. |
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