02 / AURUM
JEWELLERY & LIFESTYLE
AURUM
A contemporary jewellery identity built around what makes an object worth keeping.
STRATEGY / IDENTITY
2025
01 / PROJECT OVERVIEW
The brief.
THE CHALLENGE
Aurum is an independent jewellery atelier for people who choose pieces for their character, not just the occasion. The brief was to position the atelier beyond familiar luxury signals and build an identity that gives craft, material and personal meaning room to speak.
THE IDEA
The central idea, “Made to be kept”, shifts the focus from status to lasting connection. We translated it into a restrained verbal and visual system: confident typography, generous space, quiet material contrast and photography that stays close to the object.
02 / STRATEGY & IDENTITY
Less display. More distinction.
A precise wordmark anchors the system. Warm paper, charcoal surfaces and tactile finishes frame the jewellery without overpowering it. Scale and spacing do the expressive work, creating an identity that feels contemporary rather than ceremonial.
03 / IDENTITY APPLICATIONS
The detail is the experience.
Packaging, printed matter and collection stories share the same measured rhythm. An embossed card, a carefully opened box and a concise line of copy become connected expressions of the brand—not separate opportunities for decoration.
04 / THE OUTCOME
A language with staying power.
The refreshed identity gave Aurum a clearer position and a consistent presence across packaging, print and collection launches. A focused rollout connected 18 touchpoints, helping the atelier attract more considered enquiries without relying on familiar luxury signals.
+34%
Collection enquiries
First season following the relaunch
18
Brand touchpoints aligned
From packaging to collection stories
8
Weeks from strategy to rollout
Positioning, identity and launch applications