The project deliverables included designing a logo and sub-marks, a sophisticated colour palette, and packaging elements such as jewellery boxes and care cards. Additional collateral was developed, including product ads, a visually appealing Etsy page, and Instagram templates to ensure a consistent brand presence. A high-quality catalogue was also designed for customers spending £100 or more, reflecting the luxurious yet approachable aesthetic of the brand. This project embodies Olivia’s passion for the sea and her dedication to creating jewellery that brings a touch of coastal magic to her customers.
Dobson's Jewellery
Freelance
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This project was a collaboration with Olivia Dobson, the owner of Dobson’s Jewellery, to establish a cohesive and elegant brand identity for her Etsy shop. Dobson’s Jewellery focuses on ocean-inspired and gold jewellery, capturing the essence of water, summer, and coastal beauty in each handcrafted piece.
The logos and submarks perfectly capture Dobson’s Jewellery’s oceanic theme with their elegant shell illustrations and refined typography. The main logo feels high-end yet approachable, while the versatile submarks are ideal for packaging, jewellery bags, and social media. The timeless line art and minimal style keep the branding fresh, cohesive, and reflective of the coastal inspiration at the heart of the brand.
The Four Vs
Voice
To create timeless, ocean-inspired jewellery that brings the beauty and vibrancy of the sea to everyday life. Dobson’s Jewellery offers high-quality pieces that evoke the essence of water, summer, and coastal elegance, connecting customers to the natural world through sophisticated design.
Values
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Quality: A focus on delivering jewellery made with care and precision, ensuring lasting beauty.
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Sustainability: A commitment to eco-friendly packaging and responsible material sourcing.
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Connection to Nature: Designs inspired by the ocean’s beauty and vibrant coastal living, creating meaningful pieces.
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Customer-Centric Approach: Providing a luxurious yet approachable experience at every touchpoint.
Vision
Warm, vibrant, and aspirational, with a storytelling focus that connects customers to the ocean and the artistry behind each piece. The tone balances elegance with a playful cabana-inspired feel, evoking joy, energy, and appreciation for the natural world.
Visuals
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Colour Palette: Coastal blues, contrasting pinks/reds for a cabana-inspired touch, and sandy neutrals.
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Typography: Elegant serif fonts paired with clean sans-serifs to balance luxury and modernity.
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Imagery: High-end photography featuring natural coastal elements like shells, sand, waves, and cabana-inspired backdrops.
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Design Elements: Subtle nods to the ocean through wave patterns, water-like textures, and vibrant accents to reflect summer energy.
Yale Blue
Alice Blue
Burnt Sienna
Sinopia
Alabaster
Packaging
The packaging design for Dobson’s Jewellery, including both the necklace/bracelet box and the ring/earring box, beautifully reflects the brand’s oceanic theme and high-end aesthetic. The deep blue boxes with subtle logos evoke the serene elegance of the sea, while their clean, modern design conveys sophistication. The soft drawstring pouch inside the necklace/bracelet box adds a protective yet luxurious touch, perfect for showcasing the jewellery.
Meanwhile, the sleek ring/earring box complements this with a compact, refined design that feels equally premium. The watercolour-inspired thank-you cards tie everything together, adding a personal and thoughtful element. Altogether, these packaging elements create a cohesive and elevated unboxing experience that embodies Dobson’s Jewellery’s values of quality and elegance.
The delivery box design for Dobson’s Jewellery beautifully embodies the brand’s coastal theme with its elegant watercolour pattern that flows seamlessly across both the exterior and interior. The soft, painterly blues evoke the tranquil beauty of the ocean, creating a cohesive and luxurious visual experience. This design reinforces the brand’s connection to the sea while maintaining a high-end aesthetic, ensuring that every aspect of the customer experience feels thoughtfully curated and reflective of the jewellery’s elegance and inspiration.
Photography
Direction
Etsy Set Up
Showcasing the coastal-inspired branding and design for Dobson's Jewellery's Etsy storefront.
This image works for an Etsy ad by showcasing the jewellery’s coastal-inspired elegance in a clean, minimal setting. The natural hand-held presentation feels personal, while the pearls, gold tones, and shell details highlight the oceanic theme, perfectly aligning with Dobson’s Jewellery’s brand identity.
The shell icon and watercolour banner work perfectly for Etsy, showcasing Dobson's Jewellery's coastal theme. The clean, bold shell is recognisable, while the banner's ocean blues and sandy tones evoke the sea, creating a cohesive and inviting storefront.
Social Media
This section showcases the social media imagery for Dobson’s Jewellery, bringing its coastal-inspired brand to life through curated, high-quality visuals.
