We love handmade goods! In this age of industrialization and uniformity, the craftsmanship of a one-of-a-kind handcrafted product often goes overlooked. That's why the team was so excited when neutral7 was approached to develop an identity design package for jewelry maker Bobby Foxx. Bobby's use of natural crystal and stone elements means that no two pieces are alike, giving each an identity (and story) of its own.
From the start, we knew that the use of geological elements would be integral to the look and feel of the brand. Bobby's work puts the natural world front and center, framing beautiful stone and cut gems with ornate metalwork. We took that same "front and center" approach to heart when considering the presentation of the logo.
““When I start to make this jewelry I never really know what to expect. I like to allow the natural materials speak for themselves, and usually they show me what form they wish to take. My job is simply to translate.”
We started with the framework, the architecture that would house these natural elements, and built from there. The brand's previous materials featured imagery of foxes to tie in the namesake and give a visual cue for the identity. We sought to marry these elements in one harmonious mark. As with the jewelry itself, it was necessary that the mark be flexible and organic to shine in a variety of applications.
Our approach featured a strongly angled fox icon reminiscent of cut gemstones. The identity includes a bold, geometric single color mark as well as full-color amethyst and emerald variations. An inverted single color version is striking against full-color photography.
With the aesthetics developed, we carried this "nature first" mantra into the packaging design and execution of the brand. Implementation included gift bags, jewelry boxes and tri-fold sales brochures.
neutral7 also developed a photo-driven lookbook for the artist. This book featured photography by 2014 GFW Director of Photography Ashley Autumn and published by Gainesville Fashion Week.
