Design: The Creative Method
Location: Australia
Project Type: Produced
Client: Sarmini Jewellers
Product Launch Location: Australia
Packaging Contents: Jewellery

Sarmini Jewellers craft custom jewellery from beautifully rare items sourced from Italy, Armenia, Syria, Turkey, Egypt, Azerbaijan, Nepal, Thailand, India and more. Every piece has a story. The brief was to create a simple, timeless and iconic identity syetem. It needed to sit alongside the bigger global brands and not look out of place. The aim of the project was to build a more credible brand presence that could grow to service international markets.

The overall target market is large due to the wide range of products but women between the age of 30 and 50 were to core demographic.

Strategically we knew that we needed to own a colour that would standout from a distance while reflecting a premium positioning. We also needed an icon that would sit well in both the fashion and jewellery spaces.

The icon takes it’s core idea from the jewels that hang from earrings, bracelets and necklaces. The diamond being positioned on the bottom of the S becomes more disruptive but also more closely reflects the jeweller itself.

The typeface is a modern style that has it’s roots in engraved heritage. Bridging the contemporary and traditional. We wanted a font that would stand the test of time but also have a modern edge.

The S character has been modified with the additional diamond jewel. The idea is to disrupt the eye but also reinforce the idea of the feature focus. It has been designed to use on it’s own or as part of the typographic mark.

Ruby red was chosen as a strong, bold colour that reflects a premium, quality positioning. Where possible we have printed on a metalic substrate to catch the eye while capturing the sparkle of the jewelery itself.

The smaller package uses the simple S icon and the ruby red to attract the eye, this is contrasted once opened with black dark imagery driving personality and character.

The bag quite simply shows the S monogram on one side and the fill wordmark on the other using an all over metalic ruby red to achieve quick identification and standout.

The larger gift box follows the lead of the smaller package with the additional layer of tissue or wrapping paper to create a greater sense of luxury and discover.

What’s Unique?
We wanted to firstly own a colour. A ruby red was chosen as it reflects some of the Jewellery pieces but also drives quality and premium codes. We also wanted to crete a mark/icon that would transverse the jewellery and fashion categories. The icon needed to be simple but memorable. The S cleverly visually disrupts but also reflects conceptually the overall structure and form of many of the pieces.