Client
ARASH AFSHARI
Services
-Art Direction
-Brand Identity Design
-Packaging Design
ARASH AFSHARI, a captivating jewelry brand, emerged in the midst of Miami’s vibrant energy. Fueled by a deep commitment to meticulous artistry, ARASH AFSHARI represents the pinnacle of distinctive luxury in the world of fine jewelry.
The challenge for ARASH AFSHARI, was to cultivate a brand identity that seamlessly enchanted its intended audience and represented the pinnacle of distinctive luxury in the world of fine jewelry. The brand sought a visual identity that would reflect meticulous artistry and showcase the breathtaking designs crafted from 18-karat gold, adorned with exquisite Italian leather accents.
DESIGN THINKING
The design thinking process involved Ben partnering with ARASH AFSHARI and embarking on a mission to create a brand identity. Comprehensive research, including competitor analysis and user feedback, provided valuable insights into market trends and consumer preferences. Through user interviews and surveys, the team gained a deep understanding of the target audience’s desires, aspirations, and perceptions of luxury jewelry brands. This empathetic approach ensured that the design solutions would resonate authentically with the intended audience. Crafting five distinct concepts allowed for exploration and iteration, balancing functional excellence with symbolic significance. When a new challenge arose, with the CEO being captivated by all proposed brand marks, Ben sought valuable input from 56 individuals, conducting a survey that revealed a strong attraction to the concept featuring the letter “A” within a captivating circular line.
SOLUTION
The chosen concept incorporated a post-modern letter “A” with subtle serif attributes, elegantly nestled within a captivating circular line. This design choice found its genesis in the fundamental forms of jewelry, inspired by an in-depth study of various jewelry types. The letterform featured two strategically placed cuts, mirroring the intricate and meticulous cuts found in jewelry pieces. These cuts added a unique and irresistible allure, imbuing the brand mark with heightened value and exclusivity.
RESULTS
The collaboration with ARASH AFSHARI resulted in a brand identity flawlessly embodying the brand’s commitment to unrivaled luxury and exceptional design. Through comprehensive research, surveying the preferences of jewelry enthusiasts, and leveraging the inherent allure of circular shapes and meticulously crafted letterforms, Ben created a brand mark that serves as a symbol of ARASH AFSHARI’s exquisite craftsmanship and irresistible charm. This visually striking and meaningful brand identity positioned ARASH AFSHARI to captivate the discerning hearts of jewelry connoisseurs, making an unforgettable impression in the realm of fine jewelry.
