Kcrona is a new jewelry workshop experimenting with the use of concrete in relation with other materials such as wood, silver, gold, bronze and glass. To create the visual system, we set three principles: minimalism, contemporary and geometry. The elegance of black and white, the tones and shapes of concrete and the contrasts of shadows served as the main reference for the concept of the project. Inspired in the process of concrete castings, we took the letters and abstracted figures which later were used to generate the contrast aimed.
Raw concrete, geometric shadows and tone/contrast were part of the inspirational moodboard.
We developed a series of forms abstracted from a typographic treatment inspired in concrete castings.
Client: Kcrona
Art Direction: Dum Dum—Design Office
Graphic Design: Dum Dum—Design Office
Photography: Antonio Esponda
