Shay Jewelry

Jewelry Store

Logo and Visual Identity


Senior Designer at STG

'Shay Jewelry' is an established family store with a warm atmosphere and a diverse wide collection of jewelry, in which every customer is given the full attention to match the special jewel designed just for him.

The project - Branding for the store, including renewing the logo, and designing a new look for the stationery, packaging, and social networking pages.


The goal - Since most of the customers were repeat Older customers the main intention was to expand the clientele range, appeal to younger audiences, mainly women and engaged couples. 

The branding - The first step was to define leading values: romantic, personal, and eclectic. 

For the romantic atmosphere, I chose pastel colors with a touch of gold. I've drawn delicate manual illustrations and created a freehand pattern to give a personal touch - every one of the items in the store is special and personally adjusted. For the stationary and the packages 

I chose raw materials like wood, cardboard, and textured paper to give a warm fill.


'Shay' is the Hebrew word for gift, and the logo is based on its handwritten form.

The New

Re-design the logo

Design Elements

Social media


Phone      857-540-8806



© 2017 by Afek Chernov