What is it
Luis Vieira is a luxury jewelry brand based in the United States. Its purpose is to celebrate moments and loved ones through delicate pieces of jewelry inspired by contemporary life.
What I did
Brand strategy, Brand and Visual Design
How I did it
I worked directly with the brand's founder from the start to define purpose, values, vision, mission, positioning, target audience, global style, competitive differentials brand's voice and tones, editorial principles and iconography.
Moreover, I was also responsible for creating the logo and the brand identity and designing institutional materials, packaging, website and media items. The entire identity is inspired by Art Déco through its straight lines, curved geometry, symmetry, patterns and metallic effects.
Both the logo and the coat of arms are means to honor “Vieira”, the founder's family name that comes from the Portuguese translation for “scallop”.
The logo comes in its main form as a three-color version with a gradient on the symbol and in a one-color version for cases of color limitation. In the meantime, the coat of arms appears as a secondary signature to be used in commemorative communication, packaging and brand gifts.
