Calia
Crafting a vibrant and playful branding identity for a Bali-based jewelry brand, merging the island's sunny charm with modern design sensibilities.
Branding Identity Design Project
2018
Project Overview
Calia is a Bali-based jewelry brand set to make a striking impression with its bold new identity. When the client first approached, she expressed a desire for a brand that stands apart from the conventional jewelry market. Although she values minimal and elegant designs, she envisioned something more vibrant and eye-catching.
The brand will embody warm, bold colors inspired by the Bali sunset, reflecting a design philosophy that highlights the substantial presence of each piece. The jewelry itself features simple yet impactful designs, crafted to make a statement when worn alone. This project aims to fuse the island's sunny charm with a modern, dynamic branding identity, creating a distinctive and engaging presence in the jewelry world.
Logo
Inspired by the dynamic movement of water, the logo combines fluidity with boldness. This design represents a shift from my previous styles and posed a unique challenge. Based on the "Solvent" typeface, I simplified and enhanced each character for improved legibility.
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Typeface
To complement the playful and bold logo, I selected the elegant serif font IvyPresto Display to achieve a balanced look. Given that this is a jewelry brand, maintaining an elegant feel is essential, even at a more affordable price point. The various weights of the font help establish a clear visual hierarchy, enhancing readability.
Brand Colors
The client expressed her love of the warmth of the Bali sunset. I have chosen these colors to be used interchangeably as long as the background color and the logo color adhere to the color contrast rule to ensure legibility.
Above (Left): Calia business card design.
Above (Right): Calia shopping bag & tag.
Above: Sample content for Calia's Instagram post.
Above (Left): Gift card design.
Above (Right): Jewelry box sample.
This project has been an incredibly rewarding experience, marked by close collaboration with the client throughout the process. Our open and exploratory approach during the design phase not only enhanced the outcome but also strengthened my skills in client management. As the designer, fostering clear communication and understanding was crucial, especially since the brand represents the client personally. Navigating and translating her vision—often expressed in less tangible terms—into a tangible design has been a valuable learning experience. I’m grateful for the opportunity to work so closely with her and excited about the results we’ve achieved together.