Halia Jewelry created a line of beaded jewelry to be sold through retailers across North America. The product allowed customers to purchase beads from the jewelry system, and mix-and-match the beads into custom bracelets that reflect the customer’s tastes.

Preliminary product design had been accomplished, but they had immediate need for a complete brand in time for a major trade show in less than two weeks. Adding to the pressure, an early wordmark had made its way into the final jewelry design, and would have to be incorporated into the new identity.

I created an identity system that echoed the characteristics of the product. A collection of eight logo shapes, and a palette of sixteen colour combinations would be used interchangeably throughout applications. The tagline, “Make it your own” was created and paired with the logo to complete the identity. The collateral was created using the same bright, cheerful colour palette used in the identity.