Dhahabu: Identity and launch campaign for a gold jewellery label
Worn like it was always yours.
- Fictional brand
- Jewellery
- Branding, Content & Production
- Naming and positioning, Wordmark and monogram, Packaging and swing tags, Campaign art direction
Identity and launch campaign for a gold jewellery label.
The challenge
Make handmade gold feel as considered as the big names, without losing the hand that made it.
A small studio making gold earrings and cuffs by hand wants to move from market stalls to its own online shop and a few chosen stockists, at a price that reflects the craft.
What it needed
- A wordmark that can be stamped onto a 2 cm tag and still read
- Packaging that feels like a gift before it is opened
- Campaign imagery that shows the jewellery being worn, not just laid flat
Creative direction
A whisper-light, very wide wordmark with generous spacing, so the name sits like an engraving. Deep kohl black and warm shell white do the work; gold appears only where the product does. Close, warm portraits that let the metal catch the light.
The identity
Built for this concept by Brand House: wordmark, mark, colour and type, then applied to the pieces the brand would use first.
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Archivo at its lightest and widest, tracked out like an engraving.
- Quiet
- Assured
- Warm
“Worn like it was always yours.”
In use
Worn like it was always yours.
Dhahabu
Worn like it was always yours.
DhahabuWorn like it was always yours.
Campaign imagery
The direction for the shoot: the mood, light and framing the brand would commission. Shown here with Unsplash photography.