Brand Identity Case Study

The anvil in this rebrand is more than just a logo, its scuffs and marks are illustrated from the one she works on every day.

Client: Anvil River Jewelry Co.

Deliverables: Brand Identity, Business Card, Banner Design, Style Guide, Brand Illustrations, Brand Pattern, Social Graphics, Font System

Challenge: Refresh the brand from the owner’s name into a brand that can adapt and grow.

Outcome: A new brand identity that reflected the bold and storied jewelry designs and positioned her as not just a jeweler, but also a lifestyle brand for those who are looking to embrace their heritage.

Strategy & Approach

Understanding the Brand: Through a questionnaire and kickoff meeting, we defined her current brand, its limitations and what her ideal customer looked like.

Rebrand: While the new brand was moving away from using her name, there were key elements like the anvil and geographic inspiration that needed to be part of the rebrand.

Process

We worked through rounds in three stages: rough, revised and final. Each round included iterations in style, approach, and at the end, color.

Result

The result was a brand that reflected the artistic inspiration in both shape and color — the jewelry and branding both embodied a bold, textured feel.

I loved being able to collaborate with a fellow artist as we explored how to best tell her brand's story. The best part was she had a rich story that made it easy to identify key elements during the process.

The anvil, being one of these elements, I chose to illustrate from the one she used daily. I made sure to include the scuffs and marks that were present on the surface. This gave the brand a personal touch, while still honoring the connection with a larger audience.

Looking to Rebrand?

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