Brief 05 - Jewellery brand - Concept

To strengthen the concept that Cavello Row is the place to buy rings for your partner, whether its for engagement/wedding/special occasion. I decided to run with the idea of using phrases that related to engagement and commitment and making your partner happy, and through incorporating the name of each of the diamond shapes into the phrases.

The phases I think work best are. Some are pretty obvious, others are a bit trickier - although they would create the sense of ownership once the audience realised the meaning behind it:

- All things ROUND come to those who wait
- Fit for a PRINCESS
- TEARS of Joy
- A dream is a wish your HEART makes
- Brimful of ASSCHER (Yes, from the song, but obviously with a spelling change, but nothing much else rhymes - however it does mean hope - which relates to the concept)
- MARQUISE be with you (rather than peace be with you)
- Smile and get it OVAL with (meaning propose already!)
- The EMERALD of your eye (rather than apple)
- Resolve to be RADIANT
- The CUSHION of the throne

The phrases could make more interesting visuals if they were formed within the shape of the diamond they are relating to like so:

I like this idea as it could be used across posters, packaging and bags, to reflect the particular diamond shape range.