Brand identity design. Freelance work, 2018
1418 is a Wellington-based jewellery maker, creating pieces for socially conscious women who know what they want. I crafted their visual identity around their products: soft yet sharp, earthy yet metropolitan, organic yet man-made. Our final concept was chosen because it reflects the brand’s main charm – it walks the line between opposites.
The colour palette was developed to feel somewhat natural, but still urban and unexpected. The shapes in the logo reflect the shapes often seen in 1418’s pieces, which simultaneously feel sculptural and organic.
The pattern was designed to be used primarily in packaging design: for instance on custom tissue paper and the backside of tags. Here I continued the motif of wavy shapes and combined them with subtle textures. This adds gentleness to the bold line work.
A custom mark, resembling an asterisk, accents the logos. It hints at the concept of a footnote in the definition of 1418: a jewellery brand making bold* pieces.