DELZA

Handcrafted jewelry to embrace your multitudes.

Formerly known as Knuckle Kiss, jewelry designer Angela was ready to enter a new era with a new name. With this rebrand, our hope was to capture the edgy and offbeat character of Angela’s work and invite her customers to express the many different sides of themselves.

Services:

Brand Identity

Shopify Website

Social Media Graphics

Behind the Brand

Jewelry can be a difficult industry to stand out in. There are many handcrafted jewelers in the online space and although Angela had been building her jewelry business for years, doing a major rebrand made her nervous. What would changing to a new name mean for her loyal customers who had only known her by the name Knuckle Kiss? And how could we make sure this rebrand felt true to her style and the things that make her work unique among a sea of other jewelry brands?

So our main focus was to dive deep, build a brand experience that felt really unique and meaningful for not just the founder, but also the customers.

Jewelry as a product doesn’t always have a clear problem/solution to build the brand around. It’s more of a want that drives the customer to buy rather than a need. But during our brand roadmap workshop, we uncovered a deeper “why” behind Angela’s work and what it represents to her customers. Her pieces often focus on balancing different contrasting themes – like soft vs. sharp shapes, smooth vs. rough, simple vs. edgy. Angela purposefully does this because she believes that we all contain multitudes and she likes her jewelry to represent the many sides that we might embody. This deeper meaning felt like the perfect story to try and tell through her new branding.

Our design solution was to create a logo that didn’t just have one version, but three! Mixing and matching different typography styles in a way that felt fun and off-beat, but still cohesive. Just like Angela’s work. This felt like a perfect way to:

Make the DELZA logo feel really adaptable and almost alive by creating an animated version of it.
Give customers a sense of how dynamic DELZA pieces are and that they are handcrafted, each one unique.
Clearly set DELZA apart from the many basic jewelry logos out there.

We took this idea a step further with the secondary logo, which is a “D” monogram that incorporates different stone patterns in it, referencing the types of stone that are often found in Angela’s work and what’s she’s known for.

Taking the Experience Online

After the branding was complete, we needed to bring the new aesthetic into the digital world on DELZA’s Shopify website. We used the Mono theme as a starting point and added custom code to build a website that felt unique and engaging. Our top priorities with the site were to make it easy to navigate and highlight what makes Angela’s pieces unique as much as possible. These are a few of our favorite details of the site: