branding for JEWELLERY businesses
Branding & logo design for a modern jewellery brand
Black Octopus is a jewellery brand for women who are drawn to beauty with depth, and elegance with a touch of the unexpected. Each handcrafted piece is designed to help wearers stay connected to their rebellious roots while embracing a refined, modern aesthetic. The founder came to me for a brand identity and e-commerce website that would express the multifaceted spirit of the brand - and magnetise the right customers.
✽ Brand Strategy ✽ Custom Brand Identity ✽ E-Commerce Website Design
✽ Brand Strategy ✽ Custom Brand Identity ✽ E-Commerce Website Design
The challenge.
This jewellery brand fills a unique gap in the jewellery market - a space between classic, mainstream styles and overtly alternative aesthetics. But the brand didn’t yet have a clear visual identity to communicate this position. My challenge was to create a brand that stood out in a crowded space, without diluting its sense of rebellion or straying from its sleek, edgy roots. It also needed to work seamlessly across packaging, digital platforms and a highly functional e-commerce website with a large inventory.
The Pretty Powerful transformation
The Powerful
strategy & foundation
We began with deep discovery work to define the brand's unique edge - that tension between shadow and shine, elegance and attitude. Together, we built a strategic foundation that defined the core message: jewellery for women who don’t follow trends, they shape their own. This strategy informed every design decision, ensuring consistency, connection and clarity across all brand touchpoints.
The Pretty
visual identity & experience
The brand identity is anchored in a custom, typography-led logomark that feels fluid and slightly molten - a visual nod to the jewellery-making process itself. The palette is understated but impactful - dark, intriguing, and quietly luxurious. For packaging, I designed pieces that felt like unwrapping a secret - bold, beautiful and tactile.
On the e-commerce website, I created a minimal, conversion-focussed site that balances beauty with practicality. With a large catalogue of products, the user experience needed to be intuitive and seamless. Every detail - from product filtering to layout flow - was designed to help visitors find what they want, feel immersed in the brand world and move effortlessly from browsing to buying.
“You’ve taken me from a place of having an idea of a business in my head to having a clear and beautiful brand and website that I’m super proud of, with a process that was literally as stressful as a few lush coffee dates and some lovely chats!”
The Outcome
Black Octopus Jewellery now has a brand that reflects the true spirit of its offering: magnetic, modern and unmistakably bold, helping to stand out in a saturated market without compromising on depth or integrity.
The website has a simple and elegant shopping experience. With packaging that feels like a ritual and branding that speaks directly to its ideal audience, Black Octopus is positioned to grow with clarity, confidence, and that signature rebellious edge.
That’s the power of beauty with backbone. That’s Pretty Powerful.
client love
“More than just the branding, you’ve been one of the most supportive voices I’ve had in this very new and often overwhelming venture. I’ve come away with not just beautiful luxury branding, but also a focused idea of next steps needed to drive my business forward into becoming a reality.”
Ready for your own transformation?
This is what happens when strategy meets soul, and design is led by intention. If you're ready for a brand identity that reflects where you're headed - and helps you get there - I’d love to create something Pretty Powerful for you.