Via D'oro
Branding project
Logo / Website / Social media / Package design
what is
Via D'oro?
Via D’oro translates to “Way of Gold".
Via D’oro was established in Vicenza, Italy’s Capital of Gold.
Vicenza has a rare legacy of jewelry-making pre-dating as
far back as 600 B.C. Vicenza’s fine craftsmanship has been
handed down through apprenticed generations and ultimately
to Via D’oro craftsmen.
Those honed craftsmanship techniques have been handed down
but these designs have evolved during the Italian Renaissance.
Today, Via D’oro designs are highly influenced through
time-tested craftsmanship, precious metals and jewels,
but with modernized designs that express luxury and power.
Tone of Voice:
Cosmo Luxurious Refined
The pillars of Via D'oro's brand characteristics are cosmopolitan, luxurious
and refined which reflect those who select their jewelry.
Although originating in Vicenza, Italy, the internet has enabled
Via D'oro to popularize their sophisticated designs using their cosmopolitan
attitude, which is recognized and this has sparked a world-wide desire.
Luxury is seen through the inspiration of Italian renaissance and accentuates
the beauty of the natural body. Each piece of jewelry tells a unique
story, one of history and tradition, mixed with a modern and
contemporary style. Via D'oro finds new ways to innovate and
modernize the designs of each piece of jewelry while maintaining
the traditional approaches of the ancient craft.
Work process:
For this assignment I generated a company persona for a luxury jewelry line.
This consists of using typography, color schemes, logo design, illustrations, page layouts, and copy that stirs one's senses and creates product desire.
Color Scheme:
A bronzy and warm-toned color scheme incorporates "Way of Gold". The beige tones and greens communicate a relaxed and sunny feel.
Typography:
Each font was hand-picked to exude a historic old style feel. La Luxes Serif, as the display font, communicates boldness, luxury and whimsy. Sackers Gothic and SF mono add balance and a modern feel.
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Logo Design:
Illustration was key to creating the Via D’oro logo. Cherubs are angels and represent sacred love, holding the highest angelic order in Heaven, and thus closest to God. Cherubs are a popular historic character used and seen continuously throughout the ages within Italian culture.
Website
Design:
The website leverages color, imagery, copy and illustration to create a unique shopping experience for users.
Social
Media:
The social posts work harmoniously together through a checker pattern post approach. Each post is intentionally placed to build an aesthetically pleasing feed.
Again, balancing color, imagery, copy, and illustration.
Package
Design:
The shipping package design is calculated by creating contrast variation throughout. The tape adds a touch of sophistication and delicate detail. The green tape creates diversity and a pop of color to the beige tones.
