Back

Graphic design Strategy Visual identity

Nehcaa Jewelry

01

Ally

Nehcaa Jewelry is a young, artisan and sustainable jewelry brand with unique handmade pieces. Jewels that revolve around a common icon: sunglasses. Glasses with which to see life, with which to face the reality of the color you choose each day.

02

The objective

Establish a redesign of the visual identity of the brand with the aim of offering a visual representation more in line with the positioning of the brand. A positioning that revolves around the acceptance and accentuation of the differences of each person.

03

The process

It starts from establishing a creative concept that reflects, in its most basic form, the essence, the base, the key of each individual in a context that is related to jewelry and the concept of craftsmanship is accentuated. A concept that seeks to define a common point that stands for as many forms as lifestyles.

Nehcaa Jewelry/ Visual Restyling

Creative conceptualization.

After several years in the market, the brand decides to change its strategy with the clear intention of distancing itself from the general line of jewelry, and seeks to adopt a position in which difference becomes the key on which the entire Nehcaa Universe pivots.

In this way, the connection of the previous identity (left) reflected in the logo design as the sections of a polished diamond, are completely eliminated in the creation of the new brand, opting for the abstract figure of a rough diamond, unpolished, full of lines and imperfections reflected in the textual field through unfinished lines and unconnected shapes.

This new conception seeks to break with the traditional conception of a diamond as an allegory of perfection, going to the base, to its pure, raw form, and showing how "perfection" is actually a non-real product.

All this is defined as the starting point for a communication that will have as its main axis the communication (both in the visual and in the textual plane) of a storytelling where the imperfection and the difference are not hidden but, on the contrary, are accentuated.

“While brands strive to show a perfect world, with models normally defined by beauty based on stereotypes, the reality is that even diamonds (idealized form of perfection, beauty and harmony) are difficult to find in nature pieces with the way we all have in mind.

Whether it is society portal, for the canons or for reasons that we are still looking to find, for a long time we have hidden the imperfection, the difference. And it's time to claim it.

We are not perfect. Nor do we want to be. We celebrate impurities, departures from the standard. Long live what we are. It is your world. They are your rules.

Scroll

Design of graphic materials.

The new identity of Nechaa Jewelry is dominated by random stroke patterns that help to form the abstract image of a rough diamond, with its impurities, asymmetry and imperfection.

This pattern is applied to all graphic materials of the brand such as bags, packagingo elements such as cards, stationery and wrapping.

Social media.

The new positioning, together with the new visual identity, is reflected and communicated through the brand's Social Media strategy, working for it the visual design of the feed for which an editorial calendar is applied that strengthens the impact of one of the Nehcaa pieces on which a story is structured in the images immediately before and after.

In this way, an identity is created, as a pattern, of the brand and that serves as a differentiating element of this, advocating new, proper and efficient styles.