- Contemporary Design
- Print & Product
The case of Atelier ÉQLA is a wholesome example of building a distinctive luxury jewelry brand from scratch, and above all, it’s a case on a powerful force of visual storytelling.Our boutique studio Another Slang was approached by a partner agency Bejond Germany GmbH with a request for a creative input for a yet not existing diamond sub-brand of a well-established German jewelry retailer Christ. At the beginning of 2018, Christ’s CEO, a self-taught jewelry maker with a strong commercial sense, has a developed a new line of fine contemporary diamond jewelry. The quality and design were impeccable, and yet the fitting story for a new brand was missing. To fill this gap, Another Slang stepped into the project in its full force.
The task was to develop contemporary ready-to-sell jewelry brand from A to Z: including comprehensive brand vision development, logo, naming, and final execution of the photo campaign, packaging, and POS design.
Another Slang created a brand that re-defines a conventional concept of diamond jewelry. By bringing to the forefront a portrait of a young, contemporary, determined and inspired woman, Atelier ÉQLA embraces the values that stand above notions of status, money, and old luxury. Atelier ÉQLA tells a story of timeless elegance, freedom, and romance.
In cooperation with the client’s shop design agency, we developed a final design for the POS displays. The choice of colors, materials, and textures was aligned with the brand’s corporate identity and inspired by the photo campaign.
Using Instagram as the central communication tool, allowed us to invite the customers behind the scenes and immerse them into the atmosphere of the brand before the full campaign was officially revealed. The views of magic Milos scenery mixed with mood shots and jewelry evoked the warm feeling of summer nostalgia and served a perfect introduction to the continuous Atelier ÉQLA story…