Loroetu is an italian jewel designer, well known today for their off-the-beats-path jewels and fresh ideas. I did this logo and packaging when the company was a start up and needed to expose their production in other jeweleries hidden corners, that is: to be noticed.
My concept was to do the minimum to get the maximum, so I proposed this packaging which would: 1) tell a story 2) be adaptable to different types of jewels, thanks to multiple die cuts to pop-out according to need 3) have a transparent cover, so that the packaging could be used a free-stander, in a typical Visual Merchandising "focus on product" wiew.
Copy of above subject: To be rock or not to be. What about just being free?
Copy of below subject: If you put them in a cage, they will tell ev'ryone your age.
Backgrounds were studied to create a feeling of illustrated book and a contrast between the "rock" modernity of jewels and the imagery. Birds, cows and "pure love" would be protagonist, against a sort of dumb humankind, treated in a victorian-like way. Ryming out-of-context texts, helped adding a "rock" mood.
Copy of below subject: Do like me said the cow, eat your grass and do it now.
(words on cow say "live and let me live".
Below subject goes: "I've never seen a jewel this tall" "You, moron! it's us who are very small"
