Bebe Mae
Brand Strategy
Messaging
Visual Identity
Print Materials
Packaging
Art Direction
Bebe Mae is a Dunedin-based jeweller who walks a line between playfulness and refinement. She freely follows her inspirations to make pieces that add a unique touch to everyday style. After building her business and stocking her work at several well-known boutiques, she wanted to build a recognisable brand and increase sales on her own website.
Emily defined Bebe Mae’s essence and goals, analysed her target audience, and crafted her brand messaging. This included key phrases to communicate the brand’s edge in the market, as well as storytelling suggestions to convey its emotional narrative. Next, Emily provided a customer journey with recommendations to increase engagement and conversions.
The ‘B’ logo is based on English calligraphy from the 17th and 18th centuries – a time when many iconic jewellery styles also originated. Just as Bebe Mae experiments with traditional motifs, Emily put a new spin on the calligraphic ‘B’. Against a soft colour palette, her visual identity is a sophisticated backdrop for eccentric work.
Silver experiments for everyday wear
Tagline
“My brand strategy serves as a constant reminder of my direction and purpose. The recommendations are especially valuable because they help me avoid second-guessing myself and feeling overwhelmed by decision-making. It is incredibly helpful for advancing my business.”
Bebe James, Owner
“Emily has so much personable charm and unwavering professionalism. I really enjoyed collaborating with someone who focuses on creative subtleties. Our collaboration resulted in something elegant and timeless, allowing my work to evolve and advance without limitations.”
Bebe James, Owner
