Basal is a jewelry brand for the elegant woman who loves to accessorize but is also a bit of a minimalist. Clean lines and stimulating textures are the hallmark of this brand. Basal needed branding that fit with their minimal, clean, elegant aesthetic that represents what they're all about.
Overview
Strategy
We started off researching Basal's target market, and found that women who loved elegance and minimal style were their main audience. This encouraged us to create an aesthetic and tagline that embodied these qualities, so that customers could look at the brand as say, "that's my personal style". We also knew that it would be important to find fonts and shapes that created these same feelings of clean elegance to entice their customers.
Solution
We focused on creating a brand identity that exuded minimal, clean, elegant style. This led us to create the tagline "Clean. Minimal. Elegant." so that customers would know right away what kind of jewelry the brand sells. Then when it came to the colours, we chose a palette filled with light neutral tones to further the feeling of simplicity, freshness and luxury. The fonts used are both a simple font for the tagline, and an elegant font for the brand name. The dome shape used in the branding hails to the clean lines seen in each piece of jewelry. These elements put together create a cohesive story of elegance and minimal beauty.
