Belle Smith is an independent, ethical jewellery brand selling unique, hand crafted pieces. We partnered with them to refresh and re-shape their brand into one that better represents their special pieces.
We created a new identity that feels confident, minimal and memorable – by shorten the name to simply ‘Belle’, the brand becomes iconic and leaves a lasting impression across all touchpoints.
The brand logo features custom flared typography inspired by traditional jewellery craftsmanship and heritage, giving it a delicate, elegant character while still maintaining a fresh, contemporary feel.
We developed a lead brand message – ‘Stories Told’.
This message adds an emotive pull to connect with customers on a personal level. ‘Stories Told’ represents the moments in our lives we remember – an engagement, wedding, birthday, love and loss – they are all stories told, signified with special jewellery pieces.
Across the brand language, imagery feels contemporary and modern, with hero products shot within natural scenes – this gives a strong contrast of fine craft jewellery and raw, organic materials. The brand colour palette feels natural and calm to lift Belle towards a more refined and premium offering.
