All work

Fashion

Karina Heredia

A handcrafted jewelry brand reaching a wider audience without losing the purpose behind each piece.

  • Branding / Creative Direction

The challenge

The challenge was to connect its emotional and handcrafted proposal with a broader audience without losing authenticity or purpose. There was no creative direction to carry it: the pieces were there, the language around them was not.

What we did

We developed an authentic and sophisticated tone of voice aligned with the brand’s core values. We refined the central message to convey connection, purpose, and understated elegance. From there, we built a cohesive creative direction that visually and emotionally translates the essence of Karina Heredia, strengthening her positioning as a jewelry brand with meaning. The work was the creative direction itself — conceiving it, and then carrying it through every piece of the brand.

The work

Product under the new direction: the piece on a neutral form, so the craft is the only thing competing for attention.
Worn, not displayed. Part of building a language that could carry the handmade side of the brand without stating it.
The direction at its most graphic: the spiral of the pieces becomes the brand mark itself.
The spiral that runs through the collection, and the detail the whole creative direction was built on.

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Rated 5.0/5