Stupid Jewelry

Derrick Lin


Agency: Estúdio Nusit
Photographer: Leo Faria
Location: Brazil
Project Type: Produced
Client: Stupid Jewelry
Product Launch Location: Brazil
Packaging Contents: Jewels
Packaging Substrate / Materials: Paper, Cardboard
Printing Process: Offset, Foil Stamping

Stupid is attitude in the form of jewelry. It is a label-free accessories brand for authentic, young-minded people. This idea was built during the brand’s investigation, which also identified a market that is still awakening for these new consumers.

A fuck for luxury! The brand wanted to embrace a new generation of jewelry consumers, men and women who want to shine and don’t identify with the cliché of ostentation. Stupid this is! Lots of silver, gold and precious stones with an irreverent, daring and strong personality.

The word Stupid brought the tone that the brand wanted, far from proper names (common solution in the premium segment) or erudite terms. It represents the opposite, the attitude of those who also use fashion as a form of self-expression.

Live by your own rules, create your trends and your fashion. With the positioning building started by the name, Stupid has transformed itself into a bold and free studio to build non-standard jewelry and styles. All of this reverberated through all the brand’s touch points, generating an incredible power of differentiation.