3D DESIGN CONCEPTS - PROMOTIONAL MATERIALS & STORE FRONT POSTERS/ PRODUCTS DISPLAY DESIGN
CREATIVE DIRECTION SHIFT
Upon reflection, the original font choice lacked the playful sophistication and emotional depth I aimed to capture—particularly in relation to the client’s charming backstory involving ducks. This prompted a shift in brand identity, drawing inspiration from our metal inking experiments and traditional calligraphy. I explored heritage-inspired typography rooted in Sheffield’s steel industry legacy, aligning with the client’s desire to proudly represent their identity as a Sheffield-based, small independent artisan. The result is a visual language that moves away from the overly polished, modern aesthetics common in today’s jewellery market—embracing instead a nostalgic, handcrafted feel that resonates with Gen Z’s growing love for storytelling, place-based branding, and vintage charm.
STORE FRONT BRAND MOCKUPS