Brief 05 - Jewellery Brand - Name

After brainstorming some more names and trying to come up with some made up words and words that are a mix of two words. I came up with Cavello Row, which I feel is quite sophisticated and luxury, which is relevant and what I am after. It makes it sound like it is the place to go for the perfect diamonds. A destination rather than a describing word, which works well as I want the brand to be for a boutique jewellers, so would be a unique one off. The packaging and identity needs to exude as much luxury as possible, as it needs to attract women who aspire to buy from the jewellers, therefore they would be after a brand experience. The packaging should be for keepsake and of high quality.

Before finding the name Cavello Row, I went through a lot of similar sounding names and also made up a person's name 'Ella Savello', as a lot of jewellers are named after the people that set it up.

I am going to work with Cavello Row - Diamond Boutique, as it is the most catchy and sounds the best.

Using the Rockvault idea with the Diamond as the V, I adapted this to the Cavello Row to subtly emphasise that the brand is for diamonds. Rather than the V, I experimented with the W, which is the last letter therefore out of the way and not right in the middle. It seems to work quite nicely. The fill of the diamond could also be changed colour to adapt to different ranges. E.g. Emerald - Green, Ruby - red.

The one I like the most is this:

A signature/trademark colour for the brand would work really well as the logo is not to overly empowering. For examples: Tiffany's uses a trademark turquoise/blue colour across their brand including their packaging which also has white ribbon bows. The colour would have to work well with the jewellery itself and not clash with diamond colours.

Other ideas I had to make the type a bit more bespoke:

 Not sure if I prefer the clean cut type, to reflect the precision of the diamonds. As I could add illustrative elements in other parts of the design, keeping the logo contrasting with a bold strong appearance.

Using the diamond brushes in photoshop, I used these to subtract elements format he bold typeface to give it a more fractured appearance, and light refracts the light:

I like the look of these rather than the logo with the diamond in the W. They would particularly look nice if they were foil blocked, as it looks as if it is a bit worn and breaking up. This could reflect the history of the diamond, the journey it goes through when it is begin formed and then gradually reaching the surface of the Earth.

I will come back to the logo.