Luxury Fine Jewellery

During my time as Lead Graphic Designer at Luxury Fine Jewellery, my main responsibility was to create the identity for the new sister brand Esoteric Luxury, which launched in January 2013. Esoteric Luxury is a gateway to higher levels of thought and being. The company celebrates women who embody various values that we aspire to, whereas esoteric refers to something hidden or understood by a select few. As a result, the logo was created using a variety of hidden meanings related to the brand's values. The subtle yet present central triangle represents Divine Femininity in Eastern spiritual systems (Yantra), which is consistent with the brand's overall philosophy. The logo also took inspiration from alchemy which is the science of turning base metals into gold.