Logo & Visual Identity
The project was designed as part of my work 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 color pallet
The old logo