ANGE HADID
conceptualized, designed, and built a fine jewelry brand and business
OVERVIEW
The concept is built upon the position that 18K solid gold is the superior purchasing choice for jewelry lovers seeking quality, longevity, trendiness, and economic value in their jewelry.
The typical offerings for those customers have historically been either trendy, "fake gold" brands with high price tags, or special-occasion, old-school jewelers with incredibly high price tags.
The Ange Hadid philosophy is to ditch materials masquerading as or emulating genuine, quality gold -- instead, 18K solid gold should be the sought-after standard, and should be available at accessible pricing, be branded in a culturally relevant way, and be valued as an economically superior purchase both short- and long-term.
LOGO
I intended the logo's overall design to meet both elegance and approachability, a fine balance for a demographic seeking both the luxury of high-end jewelry and the practicality of a wise purchase decision that is intended to be worn every day.
In the center is the "AH" monogram. I illustrated it by hand in a serif style committed to both modernity and timelessness.
Around the monogram is the circular enclosure - reminiscent of a coin, a subtle nod to fine jewelry being an investment.
The braided cord pattern within the circle adds a textural element that suggests intricacy and craftsmanship in the design of fine jewelry.
The addition of "CALIFORNIA" at the base of the logo grounds the brand in a sense of place, which is important to many of us who are often pondering who is behind our favorite products. California's synonymy with innovation within a laid-back lifestyle is, of course, an added plus.
BRAND STATEMENT
Mama Said Don't Pay for Fake Gold is both a true statement and an endorsement of authenticity 🙂
In a crowded market where consumers are bombarded with choices, a bold, memorable statement stands out. More importantly, though, as there's (thankfully) a broader societal shift towards authenticity and transparency in consumer goods, I wanted to position Ange Hadid as a brand that embodies the zeitgeist.
"Fake gold" refers to vermeil, gold plating, and other material masquerading as solid gold. The brand holds 18K solid gold as the benchmark for genuine gold.
Ange Hadid customers deem even 14K solid gold insufficient to meet the standard of true elegance worthy of the ritual of decorating yourself and the art of generational gifting.
DESIGN INFLUENCE
Ange Hadid was born out of frustration with western markets’ acceptance of cheap material being confidently marketed as “fine jewelry.” It also was born out of sincere confusion at these purchasing choices, as I grew up in a culture that understood the value of gold (real gold), both as a commodity and in jewelry. Integrating arabesque design into the brand was therefore important to me as a nod to this original philosophy and attitude towards gold, and as a testament to the artistry of Ange Hadid, in both branding and jewelry craftsmanship.
I designed 23 floral motif designs before ultimately rooting the pattern back into modernity.
PACKAGING
IG VIDEOS
LAUNCH DAY
ECOMM SHOP
