Color Palette:
The color palette for Aurilux was thoughtfully designed to reflect the brand's core values and evoke a sense of luxury and elegance. Each color was selected with intention to contribute to a cohesive and memorable brand identity. Subtle shades were chosen to highlight the jewellery pieces and not draw attention away from them, ensuring the customer's attention is focused on the product's exquisite details.
Primary color: #999999
The primary color for our jewelry store is silver, which symbolizes prestige, modernity, and sophistication. It also has feminine energy, which aligns with the brand's target audience. The cool and neutral tone of silver adds a touch of luxury to the brand identity and provides a sleek and elegant look. The use of silver also creates a sense of exclusivity and rarity, which is perfect for a high-end jewellery store.
Secondary color: #CFBB63
Light gold is a warm and inviting color that adds a touch of elegance and sophistication to the color palette. It is a versatile color that pairs well with various shades of silver, and black. The use of light gold also creates a sense of luxury and high quality, making it a perfect complement to the primary color. It's primarily used for call to actions when customer's attention is needed.
Accent color(1): #FAF0E6
Beige is a calm and comforting color that adds a touch of softness and warmth to the color palette. It provides a natural and organic feel that reflects the timeless beauty of our jewellery pieces. The use of beige creates a sense of relaxation, making it a perfect complement to the luxury and elegance of the other colors.
Accent color(2): #71706E
The dark silver accent color adds depth and contrast to the color palette. It is a neutral color that provides a sleek and modern look to the brand identity.
Text color: #484848
Black is the classic choice for text color, providing a timeless and elegant look to the brand identity. The slightly softer black with a hint of gray undertone is chosen to create a more approachable and friendly feel than a pure black, while still maintaining readability. The use of black also adds contrast to the other hues in the palette, making the text stand out.
Background color: #FFFFFF
White is a neutral color that provides a clean and fresh look to the brand identity. It creates a clear contrast with the text and other design elements, making them easier to read and stand out. The use of white also creates a sense of purity and clarity, reflecting the timeless beauty of our jewellery pieces.
Naming:
I wanted to come up with a name phonetically sounds pleasing, catchy, branded, easy to remember, elegant yet still unique that is not used by any other brand. Without a doubt, ancient Latin language is elegant and pleasing to hear. I played around with many words and eventually decided on "Aurilux", a combination of "Auri", meaning gold, and "lux", meaning light, also evokes "luxury". Both words are elegant and perfectly aligns to a luxury jewellery store in meaning. With "Aurilux," we have a name that is elegant, memorable, and reflective of the store's core values.
Typography:
Lora: A classic serif font that brings a touch of elegance and refinement to the brand. Its curves and serifs evoke a sense of tradition and timelessness, which is fitting for a jewelry store. Lora's strong and bold appearance draws attention to the headings, making them stand out and catch the reader's eye.
Montserrat: A sans-serif font that has a clean and modern look, making it easy to read in longer blocks of text. It has an approachable feel that pairs well with the more elegant Lora.
Lora and Montserrat work together well to create a cohesive typography system. The elegant and sophisticated Lora adds a touch of luxury and refinement to the headings, while the clean and modern Montserrat is easy to read and pairs well with Lora for body text.
Logo:
I chose the Gilda Display font for the Aurilux logo to complement the brand's elegant and refined aesthetic. The classic serif letterforms of the font have a modern twist that makes them stand out. The spacing of the letters enhances legibility and creates an open and airy feel, reflecting the brand's value of elegance.
To represent the brand's name and mission, a Northern star icon was incorporated into the logo design. The star symbolizes "lux," meaning light, and adds an elegant touch to the overall design with it's shapes.
Brand Voice:
Aurilux's brand voice is one of refinement, elegance, and sophistication. The messaging and copywriting style is tailored towards individuals who appreciate the delicate, ethereal feel of the jewellery, and seek pieces that reflect their own unique style. The language used strikes a balance between being approachable and refined while establishing a connection with their audience.
The brand's messaging is designed to resonate with those who are drawn to the refined aesthetic of their collection and are passionate about expressing their individuality through their jewellery choices. Through their brand voice, Aurilux seeks to inspire and evoke a sense of delight.