CHRIST
Atelier ÉQLA

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

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.

The solution

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.

The outcome

Brand vision

The first step included immersive creation of well-defined 120-pager brand vision, that explained how the brand would look, which values it would channel, what kind of story it would tell and to whom address.

Naming, logo, CI design

The name Atelier ÉQLA combined with Yves Klein blue as a CI color, served as a metaphor of contemporary elegance and asserted the brand into the traditional jewelry market.

Photo campaign

A photo campaign shot on the otherworldly location of Milos island in Greece delivers an avant-guard visual narrative, pushing the boundaries of traditional jewelry campaign. The combination of surreal natural location, pink skyline, humble elegance of the model Sibui Nazarenko together with an unconventional eye of the Greek photographer Chris Kontos tells a memorable story that is impossible to recreate or stumble upon elsewhere.

Packaging

In cooperation with our state-of-the-art packaging suppliers, we created a universal and elegant e-commerce product packaging for colliers, rings and earrings, and special packaging – e-commerce gift box and e-commerce delivery box, all in line with the brand corporate identity and aesthetics. Furthermore, we designed the layout for envelopes, warranties, invoices, and credits.

POS design

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.

Atelier ÉQLA x MAJA WYH

Maja Wyh does not see herself as a simple blogger or influencer, but rather as a curator of contemporary ideas. Her exceptional talent for fashion and design made her a relevant ambassador of Atelier ÉQLA and a perfect narrator of the brand’s story. A modern muse, Maja Wyh effortlessly channels core brand values and offers her take on the new timeless luxury to the wast audience.

Instagram stories

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…

Summary

Another Slang was approached with a request for a creative input for a yet not existing diamond sub-brand of a well-established German jewelry retailer Christ. The task was to develop a 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. A photo campaign for Atelier ÉQLA shot on the otherworldly location of Milos island in Greece delivers an avant-guard visual narrative. The combination of surreal natural location, pink skyline, humble elegance of the model Sibui Nazarenko together with an unconventional eye of the Greek photographer Chris Kontos tells a memorable story that is impossible to recreate or stumble upon elsewhere. Furthermore, Another Slang designed e-commerce product packaging and POS displays.

Recent work

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