The collection —titled “Paris"— draws inspiration from the iconic Eiffel Tower, with individual jewellery pieces each drawing from the decorative arches at the tower's base. These arches are the only non-structural part of the tower, added late in the design stage to give the Eiffel Tower a more substantial and impressive appearance.

We were engaged by Alchemy to refresh its brand identity coinciding with the launch of its new signature jewellery collection. The collection —titled “Paris"— draws inspiration from the iconic Eiffel Tower, with individual jewellery pieces each drawing from the decorative arches at the tower's base. These arches are the only non-structural part of the tower, added late in the design stage to give the Eiffel Tower a more substantial and impressive appearance.

Following this same source of inspiration, we designed an “A” which similarly alludes to the tower's decorative arch; extending into an elegant “Alchemy” wordmark, this logo provides a direct visual connection between Alchemy’s brand and its signature
jewellery.

Using this foundation, we implemented a luxurious, fashion-focused design style that incorporates a befittingly gold colour palette. We then extended on this gold theme during print production, introducing gold foils, gilding and other non-standard printing techniques.

Importantly for a manufacturing jeweller, the brand mark is simple enough that it can be legibly pressed onto jewellery items, as small as the inside rim of a ring. The mark has also been repurposed as a distinctive brand pattern for use across packaging and other touchpoints — further serving to identify the jeweller in an elegant, memorable way.

We designed extensive packaging, stationery and a website, with every touchpoint artfully constructed to reinforce the feelings of luxury and sophistication that are central to the Alchemy brand.