MEILI (pronounced may-lee) is a New York-based jewelry brand that goes beyond adornment. They believe that jewelry should be a divine link to your cherished memories, your unique journey, and the profound love you hold close to your heart.
CHALLENGE
Create a brand identity for a fine jewelry brand that reflects the timeless elegance and sentimental value of heirloom jewelry. The design system needed to feel refined and classic while highlighting the handcrafted nature of the work and translating seamlessly to physical applications, including stamped brand marks and packaging.
SOLUTION
I developed a black-and-white color palette accented with warm tones and metal tones to evoke the emotional significance of heirloom pieces and the materials used in jewelry itself. Rich textures and hand-lettered patterns round out the identity to subtly highlight the brand’s handcrafted process.
With packaging and print in mind, I designed a suite of brand marks specifically suited for embossing. Drawing inspiration from a traditional French fleur-de-lis symbol, I created a modern, minimal mark that aligned with the brand’s refined and high-end aesthetic. Subtle diamond motifs were woven throughout.
KEY TOUCHPOINTS
Branding, logo design
