Based on the Greek goddess Aphrodite, who represents beauty, I created a handmade jewelry brand with this name. The whole branding design includes logo, stationery, packaging (five items), and design manual.

Concept: Aphrodite provides a service that connects consumers and jewelry designers. It has a real storefront and e-commerce. They both sell handmade jewelry from the jewelry design students at Savannah College of Art and Design and provides all kinds of high quality and affordable handmade jewelry with unique designs to domestic consumers. It carries necklaces, earrings, bracelets, brooches, rings, hair accessories, and so on. The design concepts behind the jewelry are based on different designers. There are sustainable jewelry, ethnic style jewelry, and many styles that you’ve never seen before. Creative designs of art students include a wide range of materials, such as fabric, metal, glass, crystal, silver, wool, even newspaper and leaves. The main target of Aphrodite are female clients, ages 22-35, with a unique aesthetic and the financial ability. What Aphrodite believes is not only producing beautiful, unique, and creative jewelry, but also beautifying each moment in women’s lives.

Final Outcomes: I was inspired by a kind of hollow jewelry that strongly shows the characteristics of handmade jewelry using the first two letters of Aphrodite, A&P, and the round shape as the elements. The round shape makes it look like a pendant. The turquoise color enhances the feeling of quietness and elegance.

 

Stationery: I refined some curves from the logo to make a few patterns as the secondary visual element that is used through the branding.

As for the manual, it contains all the information about the Aphrodite branding system that the designers would need for continually updating the design.

 

This information shows all the specifications for logo, stationery, and packaging. Also, there is a display system which includes bill broads, website interface design, and some products’ posters.