Jewelies is the name we gave to a contemporary and affordable jewellery brand. We also gave it the concept to build the brand around one core idea: jewellery is not an accessory, but an extension of identity. The visual identity was designed to express this belief through strong symbolism, unfolding into a refined yet bold brand system where emotion meets structure and technique meets art.
At the heart of Jewelies lies its emblem: the octopus. It operates as a powerful symbol of self-definition. Intelligent, adaptable and deeply intuitive, it represents the family behind the brand. Each tentacle corresponds to a different member, a different skill, a different contribution. Together, they form a single organism capable of creating, evolving and instinctively responding to its environment.
The octopus is also closely connected to the ideas of art and craftsmanship. It is a creature that creates, embraces and transforms. With its tactile intelligence and almost sculptural presence, it reflects the nature of jewellery as a crafted product born through care and expertise. With its many tentacles, the octopus also functions as a metaphor for the wide variety of designs, materials and expressions offered by Jewelies.
Typography plays an equally important role in shaping the brand’s character. The Jewelies logotype is elegant and confident, drawing from classical letterforms while introducing subtle contemporary tensions. Sharp terminals meet soft curves, creating a balance between strength and sensitivity. This typographic stance mirrors the brand’s philosophy: jewellery as a declaration of self, not as ornamentation imposed from the outside. The accompanying statement, “My jewels are me,” functions both as a tagline and a manifesto, positioning jewellery as something intimate, expressive and inseparable from the person who wears it.
Colour is used with intention and restraint. Deep, saturated purple forms the backbone of the identity, chosen for its historic association with rarity, value and power, as well as for its emotional depth and connection to art and imagination. Paired with warm neutral tones, it creates a visual world that feels luxurious without becoming distant, and bold without losing warmth. The palette allows the jewellery itself to remain the protagonist, while the environment frames it with a distinctive, recognisable atmosphere.
Packaging design transforms the brand’s philosophy into something experiential. Boxes, bags and ribbons are treated as objects of continuity rather than disposable containers. Embossed details, tactile surfaces and carefully considered proportions elevate the unboxing moment into a ritual. The octopus symbol appears subtly, never overpowering, reinforcing brand presence through texture and form rather than excess.
In Jewelies, every design decision serves a single purpose: to enhance jewellery with a personal language. A way to say “this is who I am” without words. Through symbol, type, colour and material, the identity forms a cohesive system that feels expressive, confident and deeply human.
Designer : A.S. Strategy Branding & Communication
Location : Athens, Greece
Project : Jewelies
Client : Jewelies