Reviving the antiquated techniques, innovating the know-how of today, and uncovering the infinite possibilities of tomorrow, Jewel Craftz transforms high-quality material into spectacular one-of-a-kind masterpieces for residential & commercial interiors
Project details
We created the concept of the Enchanted Forest which represents an analogy between the World of Jewel Craftz & the Forest.
The world of Jewel Craftz is a magnificent, unexplored forest which contains a whole different universe in itself.
The forest is a portrayal of how time & nature play a crucial role in creating exotic materials and inspiring techniques, the art of craftsmanship & designs.
The client faced challenges in establishing its identity as a distinguished player in upscale surfaces and interior products. Despite having captivating offerings, the client faced difficulties in cultivating a robust brand name & presence.
To establish a compelling brand identity, our initial step involved seamlessly blending the Art of Storytelling while crafting the brand concept. The brand brief encapsulated Jewel Craftz's belief in the exceptional beauty of Mother Nature's creations, & thus what better than a magical forest full of Nature’s Gifts as the perfect embodiment!
In order to construct a cohesive brand universe, we diligently examined the various facets of the brand's offerings. Drawing inspiration from these, we meticulously curated elements that harmoniously resonated with the brand's essence. Consequently, we christened this brand universe the Enchanted Forest, symbolizing both the brand itself and its array of remarkable products.
We embarked on a creative journey by developing a captivating storybook concept, where each chapter artfully depicted the origin and evolution of every material and product.
These captivating chapters not only encompassed the HMLC Luxe Framework, but also seamlessly conveyed the brand's core values, such as innovation, timelessness, heritage, passion, craftsmanship, and bespoke artistry, to name just a few.
After solidifying the brand concept, our focus shifted towards determining the color palettes, fonts, and overall visual identity. Our primary goal was to present the enchanting story in a manner that resonated with a mature audience, striking the right balance between whimsical charm and philosophical depth.
In line with our vision, we meticulously curated a colour palette for Jewel Craftz, focusing on solid colour selections. The chosen palette consists of intense hues, specifically selected to mirror the profound and mystical ambience of the forest.
To establish a robust brand identity that incorporated the art of storytelling, we carefully selected three fonts for Jewel Craftz. These fonts were chosen with great precision to effectively convey the brand's essence and capture the essence of the captivating narratives woven within its offerings.
The primary font, Gilda Display, is a font of classic proportions with the finest curves, strokes, & serifs making it the perfect pick for the bespoke brand.
Roboto, a sans serif font, is a font designed to be easy on the eyes making it ideal for reading. Since the concept revolves around Storytelling, the font was best suited for the story text.
The carina pro font was selected to add an element of difference & highlight the text where required. It offers typographical support to the concept & allows one to automatically transport into the world of Jewel craftz through dreamy imagination.
