Hugo Kohl Jewelry Branding & Website Design
Hugo Kohl is a jewelry designer and manufacturer specializing in period vintage and filigree jewelry, with a captivating backstory. All of his jewelry is crafted from machines and tools salvaged from vanishing Industrial Age jewelry factories and he is now putting them back into production. After several creative vision meetings, Watermark recommended the following brand development steps to prepare for their national debut:
Logo Refresh
Refresh and update the existing logo, to better align with the goals of the business.
Messaging
Develop a touchstone message or phrase that sets the tone for the Hugo Kohl brand. Also assist in the development of the brand’s backstory, which would be reflected throughout the website to describe each piece’s origins.
Art Direction
Direct photographers in the vision for the website design’s visual tone. The darker toned shoot was influenced by the industrial warehouse the retail space lives in, as well as the jeweler benches and machinery room – not polished and perfect, but handcrafted. This also reflects the jewelry’s story, as each die was unearthed from it’s former burial place.
Website Design
Design an E-commerce responsive website that places emphasis on the products while also conveying the story and aesthetically differentiating the Hugo Kohl brand from competitors. Delicate typography evokes the filigree decoration of most Hugo Kohl jewelry pieces, while a stronger sans serif reflects the strong foundation that the die creates as the jewelry piece is cast from it.
The mixture of branding, messaging, photography, design and thoughtful user experience culminated in a beautiful and functional design that positioned the Hugo Kohl brand for national success.
