DEMI+CO Jewellery
Brand identity, packaging, product photography and a Shopify store for DEMI+CO, a family-run jewellery brand, and ALPHA, its range for men. I did the whole job myself, from the logo and brand guidelines to building the store from scratch in Shopify. DEMI+CO has grown sales by 30% year on year.
- Client
- DEMI+CO Jewellery
- Industry
- Retail
- Sector
- Jewellery
- Role
- Designer and art director
- Project type
- Brand and online store
- Services
- Branding, packaging, Shopify, UX/UI
Challenge
A new family jewellery brand needed to look trustworthy online and feel personal enough to be chosen as a gift. It also needed a men's range that felt distinct but clearly part of the same family.
Approach
I created the DEMI+CO heart mark and the ALPHA wordmark, then full brand guidelines covering logos, colour, typography and pattern. I designed the gift boxes, bags and pouches, produced the product photography and retouching, and designed and built the Shopify store from scratch, with retargeting to bring visitors back. I also designed campaigns such as the Curated Collection across the website, email and social media.
Outcome
DEMI+CO has seen 30% year-on-year sales growth, with one designer handling the brand, packaging, photography and store, and no other designers or developers involved.
DEMI+CO
DEMI+CO is a family-run jewellery brand built around one idea: gifts from the heart. Bracelets, earrings, necklaces and rings, chosen with care and delivered beautifully packaged, with ALPHA as its sister range for men.
Project scope: brand, packaging and Shopify store
- Brand strategy
- Logo suite
- Brand guidelines
- Colour palette
- Typography
- Graphical pattern
- Packaging design
- Product photography and repro
- Shopify website design and build
- Email and social campaigns
- Advertising
Logo suite and alternative variations
A brand needs more than one logo. DEMI+CO's suite includes a main logo, a horizontal version, a medium weight for packaging and the ALPHA wordmark, so the brand stays consistent at every size, from a gift box lid to a website favicon.
ALPHA men's branding
ALPHA is DEMI+CO's range for men. A sharp, high-contrast wordmark gives it a bolder, more masculine character, while sitting comfortably beside the DEMI+CO heart.
Authentic versions of the mark are engraved onto the jewellery itself, with dedicated marks for the copper and titanium bracelets.
Colour palette
Seven warm, bright colours, each paired with a softer tint.
Website colours
A quieter set for the online store, so the jewellery stays the hero.
- Header#ECF0F3
- Header accent#81AECF
- Add to bag#69DF9E
- Add to bag hover#56B982
- Headings#4B4242
- Body copy and buttons#6D6060
Typography
Montserrat in every weight: spaced capitals for headlines, lighter weights for body copy.
- Light 300
Gifts from the heart
- Regular 400
Gifts from the heart
- Medium 500
Gifts from the heart
- Semi-bold 600
Gifts from the heart
Packaging design
Gift boxes and suede pouches for DEMI+CO and ALPHA, each carrying its brand mark.
Photography
Clean cut-out product shots for the store, and lifestyle shots on model to show scale and style.
Anish really understood what DEMI+CO stands for as a family brand and translated our ethos beautifully into our Shopify website. He worked within our budget while delivering a thoughtful, user-friendly online experience, and implemented retargeting systems to bring visitors back and turn interest into sales. His understanding of both the creative and commercial sides of e-commerce has been invaluable in helping us improve our return on investment.
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