JUVILEE BRAND CREATION
This project was an entire branding creation for Juvilee, a small earring business lacking a clear voice that stunted their growth. The business, owned by two sisters eager to say goodbye to their traditional corporate lives and become full time artists, is centered around beautifully intricate hand-crafted jewelry, and they needed a brand to match that.
THE CHALLENGE
Despite strong sales, Juvilee lacked a consistent visual identity. Multiple logo variations were being used across different platforms, resulting in a fragmented brand presence and limited recognition among customers.
The core challenge was to create a brand that mirrored the delicate, whimsical nature of the jewelry without competing for attention. The identity needed to strike a careful balance: distinctive yet understated, expressive yet refined.
Some of the old logos used by the brand, lacking cohesion and a clear voice
THE PROCESS
I began with logo exploration, developing multiple directions to define the visual foundation of the brand. Through collaboration and iteration, we refined a final mark that resonated with both owners and aligned with the character of their work. They did not want to part ways with a certain cat icon that was seen in their early branding, so the illustration was reworked and integrated into the logo.
From there, I expanded the identity system by establishing a cohesive color palette, typography hierarchy, and overall visual language. In parallel, I helped shape the brand’s voice and messaging to ensure consistency across all touchpoints.
Early stage sketching / logo exploration
THE SOLUTION
The final identity system brings clarity and cohesion to Juvilee’s brand while allowing the product itself to remain the focal point. The visual language is soft, detailed, and expressive, complementing the intricacy of the jewelry without overwhelming it.
Deliverables included:
Logo system
Color palette and typography guidelines
Social media assets (profile images, banners, and graphics)
Business cards
Email signature system
Printed and bound brand guidelines document
Final Logo
Final Color Palette
Social Media Profile Pictures
Social Media Banner
OUTCOMES
Following the rebrand, Juvilee saw measurable growth across key performance areas:
Sales increased by ~59% (from 115 in 2024 to 183 in 2025)
Revenue increased by ~61% (from 2024 to 2025)
Website traffic increased by ~126% (from 4,952 to 11,174 online visits)
While multiple factors influence business performance, the improved brand consistency and expanded visual identity contributed to stronger recognition and increased engagement across platforms.
