The Brand: Auric Narrative
The Mission:
To develop a Jewelry Brand for the approachable market, in the likes of Mejuri or Vrai, but with a high-end profile and esthetic.
The Process:
with such a particular industry, the first thing is to analyze and understand the existing market. Gold is gold, and there is very little you can do against it. The price is set, so if you want ti to be approachable to the customer, the amount of material is what will make a price point comfortable or not. The same goes for diamonds and other precious stones.
So the common point of all the brands in that niche market is Minimalism.
I wanted to keep the look of the jewelry minimal for the price point target. But I wanted to stand out in the approach of the design, the inspiration behind it, and the type of stones, or rocks that we could incorporate into our designs.
The Identity:
AURIC NARRATIVE is about Nature. Because after all, everything we are and own is from Her. When you are entering the world of jewels and precious metals, you are even more reminded of it, because of the scarcity of these elements, and the time it took the earth to produce them.
I wanted the brand and the name of the Brand to translate that, because the your story with your piece of jewelry started a long long time ago, with the heart of the earth, and will carry on with you, and after you.
The Palette:
Directly inspired by the earth, our palette goes from colder greens and beige, to warm agates and roe.
The Fonts:
For once, I decided to explore the world of more contemporary fonts. I am usually staying away from these, as they are not always compatible, and too often trendy to the point that they will look out of style in no time.
The grotesk type of Wilma Mankiller Modern was a stylish take on something you could almost compare to the infamous papyrus. Uneven, almost organic to its core, yet minimal.
As always, in conjunction with this primary font, a simple sans-serif was selected for the body text. Another grotesk, to match in style, this time filiform, and extremely minimal.
The Photography:
Some of the mock-ups with black-and-white photography are the example of what photography would look like for AURIC NARRATIVE, greyscale editorial. Natural light and portraits in full sun exposure is another test I conducted, for light reflection in order to maximize the material's shine. Finally, Stones and Nature photography are another type of photography to be included in our laboratory.
Product Development:
The Brand hasn’t been developed to the point of creation. But I started designing both the jewelry pieces as well as the box design for them.
It was a great experience to gain as it was my first time designing jewelry, and seeing my mock-ups slowly taking life.
The Website:
The website design is meant to look organic in its design, and photography based, both for the display of the products, and the strong storytelling.
we use our signature light grey for the background color and our fonts across the site.
