FMP - Final Presentation Boards

Brief 01 - Fine Art Yearbook:

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 Brief 02 - Fashion Identity:

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Brief 03 - St Martins Practice:

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Brief 04 - D&AD The Typographic Circle

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Brief 05 - Jewellery Brand Identity:

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Brief 06: Design Context Publication:

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Brief 05 - Jewellery Brand Identity - Final Images

Brief 05 - Final Images

Brief 05 - In store

I mocked up how the store could look and also use the illustrations on the diamond ring glass boxes and on the walls: Cavello in Store

Brief 05 - Jewellers - Illustration Change

In the feedback I received form the crit I was shocked to find out theta the Tears of Joy read 'Jews of Joy' to some people, which could be quite offensive - nobody had pointed this out previously btu it is now too late to reprint work before the deadline but I have changed the illustration for use on the board. I connected the 'A' properly and then thickened the 'r' stem: Tears of Joy Change

Brief 05 0 Jewellery Brand

FMP - Presentation Boards Plan

I came up with a rough plan of what needs to be included n my FMP boards:

Presentation Boards

Brief 05 - Jewellers - Promotional Posters

Here are the set of posers for the Cavello Row Jewellers to promote each of their diamond collections. They will be print don to black paper and foiled in orange. Promo Posters

Brief 05 - Jewellery Brand - Diamond Info Booklet

Information for the booklet about the diamond shapes, that comes with each purchase

Content used from:

http://www.qualitydiamonds.co.uk/marquise-cut-diamonds
http://www.thediamondbuyingguide.com/round_brilliant_diamond.html

Brief 05 - Jewellery - Diamond Booklet

The booklets incorporated each information about each diamond, I included the illustrations with th the information in some different compositions:

Open publication - Free publishing - More booklet

Open publication - Free publishing - More booklet

Final Booklet ready for print in the correct pagination - 12pp + cover

Open publication - Free publishing - More booklet

The over itself will be black card with the logo foiled in orange to keep that consistency

Brief 05 - Jewellers - Bag

The bag is the rigth size to fit the box in, and ill be printed onto black card and foiled with orange to keep consistency - it will also have an orange foil clip that folds into the bag and can be ten subtley. The handles re incorporate dint the bag and don't have to be attached separately: CavelloBag

Brief 05 - Jewellery brand identity - Bag design

The first attempt at the bag didn't work to very well due to only being small as it just fitted the box inside however would fasten - with the handles being incorporated into the bag (cut out from them) at the side weren't high enough.. Te concept was to keep the side all the same width and have the logo wrapping around the corner with the handle cut across two side so that the bag form is diamond shaped. Think I will just have to use  standard bag shape though as it didn't work out very well:

Cavello Bag Idea

Brief 05 - Jewellery - Box packaging

Here is the net and process of making the box to package the diamond box in once purchased at the store. For the final box I am going to foil the inside of the box in orange. There is a slot for a small box that will have the diamond sign box inside and this has the illustration to which diamond shape it is. There is also a slip for the booklet to sit in. Jewellery Box

Brief 05 - Jewellers - FINAL LOGO

The final logo for the jewellers has a bold sans serif typeface that gives a modern striking look. I have also manipulated a cracked effect which is taken from the reflection off a diamonds facets. To give the sense of diamond history and heritage it looks really nice when foiled: Cavello in Store

Brief 05 - Jewellery Brand - Vectorised visuals

Brief 05 - Jewellery Brand - Diamond Phrase Visuals - Final Drawings

Here are the final drawings for the 10 diamond shape phrases that work the best. They are now ready to be vectorised, however I will try them in both the thin line, and also the ones where the word for the diamond shape is bold, standing out from the rest of the text.

After a quick live trace of the drawings, it is clear to see the ones with the bold type for the diamond shape name, are the ones to stand out more. They just need a touch up to make the edges smoother and to make sure they are in the right shape.

Brief 05 - Jewellery Brand - Diamond Phrase Visuals

I had to work out the composition of the words for each phrases before I created the diamond shape around them:

I marked off the ones I think worked the best for each shape. But a few more tweaks need to be made before they will be right for vectoring. 

Brief 05 - Jewellery Brand - Typeface Scale & Selection

To create the shapes of the diamond using the phrases that are relevant to that shaw, I chose some calligraphic typefaces to work with to see which would work well. These include: Tangerine Regular & Bold, Arizona, CAC-Champagne, Great Vibes, Lovers-Quarrel. I printed them off in different point sizes so I can trace them over the diamond shapes over a Lightbox to see how the words will fit.

Open publication - Free publishing - More brand


And these are the diamond shapes that the phrases need to fit into. Similarly with the typefaces I printed them off in two different sizes just as I was not sure how the typeface would work within the shapes, as some phrases have less words than the others, so would therefore not take up as much space unless they were in a larger point size:

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.

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.

Brief 05 - Jewellery Brand - Diamond Brushes

I found these diamond effect brushes on deviant art:

They could be really useful for this jewellery branding brief as would be hard to recreate the diamond effect, without having to photograph the pieces myself. They also come in a range of diamond shapes which is perfect for what I have been looking into.