For today’s blog post I am super excited to share the branding I helped create for my best friend! Meili Fine Jewelry was founded by Anna Meili Adelman, a New York City-based jewelry designer who creates contemporary heirloom fine jewelry to be passed down through generations.

Her creativity is something I’ve admired about her since we first met, and we’ve been best friends since the 1st grade so that’s a long time lol. It’s always special when we get to work together!

Creative Direction

Anna has always had a strong vision for her brand and her target audience. She caters primarily to newly engaged young professionals in their early-mid career. They enjoy the finer things in life but still understand the value of shared moments with loved ones over material items. They also have an appreciation for handmade designs and good craftsmanship.

With that creative brief in mind, and a sleek/beautifully crafted logo already designed by Anna herself, I knew I wanted to help round out her brand with secondary logos and handcrafted textures/patterns to be used throughout her packaging, stationery, social media, and more.

Branding

Since Meili Fine Jewelry features timeless and elegant designs we decided to stick with a mostly black and white palette that includes a touch of warmth to represent the sentimentality that heirloom jewelry provides. Anna also wanted to feature the colors of gold, white gold and rose gold metals that are used in jewelry. The rich textures and hand-lettered patterns are hints towards the handcrafted nature of her work. 

Anna was also looking for brand marks that could be used for embossing. She was inspired by a pretty embossed stamp she saw that featured the French fleur-de-lis. I created a very minimalistic/modernized version of the fleur-de-lis for her brand mark in order to stick to her inspiration while keeping it as close to her own brand as possible. I also incorporated subtle diamond shapes throughout.

I’m extremely happy with how the branding turned out and am always excited to see how she uses her new elements. Go follow Anna on Instagram to give her and her business some love! I know she has some amazing things in the works right now so you don’t want to miss out!

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For more of my branding work visit my portfolio and check out the blog! And feel free to fill out our inquiry form to book your own branding!