Angela Georgiou

For the potential audience this was all about creating a feeling of timeless depth, a connection that runs deep into the psyche. We borrowed a little power from ancient myths. The new logotype features the goddess Aphrodite with a sacred swan. Aphrodite embodies emotions like love and pleasure – feelings closely tied to giving and wearing jewellery. The swan, a symbol of grace, transformation and beauty, adds a deeper layer of meaning to the design. Fine detailing of jewellery adorning Aphrodite’s neck further highlights the brand’s craftsmanship.

We used an illustrative style to bring the brand’s mythological narrative to life, adding depth and storytelling to the visual identity. The illustrations create a rich, emotive backdrop that elevates each piece of jewellery both visually and figuratively into something symbolic and rooted in meaning. Ironically, this abstract backdrop proved far more powerful than real people… the viewer connects to the different pieces and projects their own emotions and imagination far more easily in this setting, forming an immediate ‘relationship’ with the jewellery.

Using a minimal, earthy colour palette of bronze and grey alongside clean, understated typography, we refined the brand’s aesthetic towards a more premium positioning. Bronze evokes warmth, craft, and timelessness, while grey brings a sense of balance and sophistication. Paired with a carefully considered pricing strategy, this approach helped firmly position the brand within the affordable luxury segment.