DRU. Jewelry sought to establish itself as a fine jewelry brand that embodies a rebellious yet luxurious edge. The goal was to create a visually compelling identity that merges unconventional design elements with sophistication. The design needed to reflect DRU.’s bold personality while appealing to a high-end audience with a playful rock-and-roll vibe.

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As Creative Director, I worked with DRU. Jewelry to develop its brand identity, including the logo, typography, palette, lookbook, and photography. Inspired by bold and edgy styles from fashion houses like Tom Ford and Saint Laurent, I combined natural textures, organic beauty, and architectural details in the visuals. The imagery highlighted the raw elegance of the jewelry while maintaining its playful, confident tone.

 

We produced a cohesive lookbook and website that showcased DRU.’s product range and storytelling. The visual identity emphasized a duality—highlighting both fragility and strength—through elements like ink splatters, mixed serif and sans-serif typography, and a neutral, versatile palette.