Aurum
- —Logo & Wordmark
- —Brand Guidelines
- —Typography System
- —Packaging Design
- —Brand Voice
Aurum came to us with a jewellery brand that had no coherent visual language. Our task: build something timeless that could hold its own against century-old luxury houses while feeling distinctly modern.
Aurum had built a loyal customer base on craft alone. But their visual identity was scattered — three logos, no type system, packaging that looked like it belonged to a different company entirely. The challenge wasn't to make something pretty. It was to make something true.
RESTRAINT IS THE ULTIMATE LUXURY
We started by stripping everything back. No mood boards, no reference decks — just conversations with the founders about what Aurum actually believes. From that, a single principle emerged: restraint is the ultimate luxury.
The wordmark was drawn from a modified geometric sans — a system that carries weight without shouting. Every letterform was optically corrected by hand. The result: a mark that works at 8mm on a price tag and at 8 metres on a shopfront.
EVERY WORD COUNTS
Typography is where most luxury brands fall apart. We built a two-tier system: a classical serif for editorial contexts, paired with a geometric mono for pricing, labels, and technical copy.
— Kai Morrison, Creative DirectorThe best type system is the one you don't notice. You just feel like everything makes sense.
TOUCH IS THE FINAL IMPRESSION
Packaging was where the brand had most to gain. We redesigned the full unboxing sequence: outer box, tissue, ribbon, card, bag. Each touchpoint carries the mark without crowding it.
The packaging redesign drove a 40% increase in social sharing within the first month. Customers started filming their unboxings. The product hadn't changed. The experience had.
DISCOVERY
Eight hours of founder interviews. Competitor audits across 60 luxury jewellery brands. A single-page manifesto that guided every subsequent decision.
IDENTITY
Logo exploration across three conceptual territories. Optically-corrected final mark. Full type system defined from scratch.
SYSTEM
34-page brand guidelines covering every application. Packaging spec sheets. Tone of voice framework with 40 example copy lines.