The conversation starter
Origin Story
Roadblocks
What We Did
Strategic Approach
When 84GEM, a revered artisanal jewelry brand with a decade of legacy, approached Viberie, the objective was crystal clear: rejuvenate the brand's narrative, solidify its visual identity, and pave the path for product expansion.
With a rich heritage of crafting statement pieces that echo individuality and confidence, the brand sought to elevate its narrative to engage a broader audience while staying true to its artisanal roots.
Our collaboration embarked on a journey of rediscovery and narrative refinement to capture the essence of 84GEM, setting the stage for a new chapter of growth and connection with its cherished community.
Venturing into a refreshed brand narrative while preserving the brand's artisanal ethos posed a nuanced challenge.
Given the noise of online jewelry marketplaces, the digital brand recognition landscape was another mountain to climb. 84GEMaimed to carve out a distinctive identity amidst a sea of mass-produced offerings.
The quest was not just about aesthetic appeal but ensuring the brand's values and artisanal craftsmanship stood out prominently.
Our endeavor was to bridge the gap between 84GEM's rich heritage and the contemporary digital landscape, establishing a firm footing in a domain where authenticity often takes a backseat to mass production.
Brand Clarity Workshops
Brand Identity (Logo, Website, Color Palette, Type, Collateral Design)
Product Naming
Content Production
Creative Direction
Social Media Consulting
Victories
Rejuvenated 84GEM's brand narrative, aligning it with its artisanal and ethereal ethos.
Crafted a distinctive visual identity, elevating brand recognition in a saturated digital marketplace.
Facilitated a successful product line expansion, including a sold-out launch of limited edition kimonos for Spring 2021.
Created three new well-received products: gemstone hair clips, a signature soy candle, and a travel jewelry pouch.
Enhanced online engagement and fostered a deeper connection between 84GEM and its community.
Garnered positive feedback and testimonials, affirming the brand's renewed resonance and appeal.
PRODUCT EXPANSION STRATEGY
Our collaborative foresight propelled 84GEM towards a diversified product spectrum, initiating the birth of three new offerings - gemstone hair clips, a soul-soothing soy candle, and a travel-friendly pouch. Each product not only resonated with the brand’s earthy ethos but also echoed the lifestyle aspirations of the 84GEM clientele, unveiling a fresh revenue stream while enriching the brand narrative.
PRODUCT NAMING STRATEGY
Infusing a dash of mystique into the Spring 2021 Kimono Collection, we embarked on a product naming endeavor, designating each kimono after a distinct crystal. This strategy not only aligned with the brand’s ethereal aura but also added a layer of intrigue, enticing the 84GEM community to explore the narrative behind each name, thereby deepening their connection with the brand.
Brand Identity Refresh
in collaboration with Dynasty Media Co.
Art Direction
Typography
The typography choice was a blend of command and ease. Vultura Regular, with its bold lettering yet thin ligatures, resonates with 84GEM's ethos of subtle command. On the other hand, Halyard Display, chosen for its easy, airy demeanor, aligns seamlessly with the brand's light and elegant essence, ensuring a cohesive, brand-centric digital experience.
Website Transformation
We refreshed the website with narrative-driven hero images and incorporated interactive widgets (like image hotspots) to enhance the user shopping experience.
The uniform e-commerce photo sizing ensures an easy skimming experience for users, adding to the site's user-friendliness.
We revitalized the 84GEM logo, transitioning from a handwritten script font to a bold serif, accentuating the numerals as they signify the owner's date of birth.
The intertwined numbers form a triangle, a symbol resonating with the brand's earthy and ethereal essence.
Color Palette
The art direction for 84GEM navigates a path of earthly elegance and unspoken command, embodying the brand tagline "The conversation starter."
The mood board mirrors a day soaked in the warmth of sun-kissed brass and metal elements, intertwined with the calm embrace of earth tones and a breath of fresh greenery.
Each element, from the airy lightness of fabrics to the quiet strength of metal, is a dialogue between the natural and the crafted, the delicate and the bold, forging a visual narrative that beckons engagement without clamor, just as the brand intends.
Logo Transformation
The color palette mirrors 84GEM's earthy and ethereal narrative, further anchoring the brand's essence in every visual interaction.
Campaign Photoshoots
Spring-Summer Kimonos
Creative Direction/Production/Prop Styling: Viberie Creative
Photographer: Ryle Watson
Wardrobe Styling: Dennine Dyer
Our ‘day in the life’ narrative for the campaign shoot, held in an earth-tone rich loft, transitioned from a relaxed morning to an outgoing evening, portraying various facets of our customer's day. The shoot not only provided lifestyle imagery but also ensured a variety of product shots for website and social media use, encapsulating 84GEM's narrative in every frame.
Words from the Client
Working with Melanie was such a great experience. She's excellent at what she does! She captured my brand exactly how I envisioned it. The workshops made me think about parts of my brand I otherwise would never think about. My brand literally came to life; it has its own identity. Everything that Melanie created from the brand strategy guide, marketing materials, and the photoshoot was all so cohesive. Everything was so beautiful, I had no objections at all. It also made the process of getting a new web design so seamless. She gave me all the tools I needed to take my brand to the next level. Walking away from this process, I feel like my brand is still my brand but just a whole lot better. I now feel more confident that I can compete with other brands in my industry.
Kimone Young, Founder + CEO, 84GEM