A shining new identity
Lucera is a jewellery brand that sells high fashion jewellery in precious metals and gemstones. Its target audience comprises young, chic women who appreciate sophistication. Thus the logo designed, had to be extremely up-market so it could appeal to the target group’s refined sense of style.
The logo conceptualized, is fashioned around the brand name ‘LUCERA’. The links in the ‘E’ symbolize the link between gold and silver jewellery that Lucera offers. Moreover, the ‘E’ in the logo, also serves as a mnemonic. It was extended as a graphic element across packaging to reinforce the brand. The minimal font used in the logo, gave it elegance. The brand colour aptly showcased the contemporary positioning of the brand.