Kriti Kreazione Jewels Identity Design
Kriti Kreazione Jewels | Jewelry Designer | Identity Design & Branding
Kriti Kreazione Jewels is a Kanpur based designer jewelry studio owned by the extremely talented jewelry designer, Kriti Garg. Her designs are inspired by nature and are modern yet traditional. She adheres to design process but doesn’t shy away from breaking the design rules. These were also the points upon which I set off to create a fresh brand identity. I also designed print and web promotional designs for the studio.
The Brief
When asked how she will describe her designs, Kriti Garg put it like this, "An ecstatic effort to create an individual personality through splendid jewelry incorporating passion, love, luxury, and beauty with absolutely no desire to fit in." I scribbled this on a piece of rough paper, pinned it on my desk and stared at it for a fairly long time in admiration. This also became by brief.
The Idea
While alternating between the scribbled note and the blank page of my journal, I came up with the idea of incorporating the "personal" touch in the identity design just like Kriti incorporates her personal touch in her creations. A golden brandmark and a handwritten logotype together had to make the signature. I insisted on Kriti writing the logotype in her own cursive hand.
The Result
Using minimalism and drawing from the design process itself, the brand was created. Black, white and gold became primary colors symbolizing clean design and luxurious jewelry. Few iterations later, we zeroed on to the brandmark which uses two K's forming a golden crown. Business cards and event promotional materials were also produced on similar design philosophy.
Promotional Material | Graphic Design
Once brand identity was finalized, I used the design style to produce various promotional material for studio’s exhibitions and digital marketing.
The marketing materials had a minimalist design with most of the designs being clean typography over jewelry images. Futura was chosen as the primary type which reflected the geometric style of a designer and it was often coupled with Cinzel to show the glamour of fine jewelry. Most of the images were close-ups of the jewelry which were part of the exhibition. I made sure the image chosen reflected the mood of the event.
Marketing for a new brand, it was necessary that the visibility of the Signature was prominent throughout. The designs were used both in print and digital.
