VISUAL IDENTITY • BRAND SYSTEM • BRAND GUIDELINES •
CULET
Culet is a vintage jewellery brand founded on the belief that the most interesting pieces already exist - they just need to find the right person. Named after the small facet at the base of a cut diamond, the brand is built around the idea that beauty lies in the detail, and that considered craftsmanship and sustainable provenance shouldn't be mutually exclusive from style.
The founder approached me to create the visual identity and full brand system for the launch - a brand she had already thought carefully about. The customer brief was clear: a woman who invests intentionally, mixes high street with high end, and expresses herself through the things she chooses to wear. The identity needed to feel as effortless, classic and considered as she does.
I developed the complete visual language from the ground up: bespoke logo suite, colour palette, typographic system, brand guidelines and initial packaging concept - all built around a creative direction rooted in timeless refinement, natural warmth and quiet confidence.
Visual Identity
CULET
Visual Identity
Culet is a vintage jewellery brand founded on the belief that the most interesting pieces already exist - they just need to find the right person. Named after the small facet at the base of a cut diamond, the brand is built around the idea that beauty lies in the detail, and that considered craftsmanship and sustainable provenance shouldn't be mutually exclusive from style.
The founder approached me to create the visual identity and full brand system for the launch - a brand she had already thought carefully about. The customer
brief was clear: a woman who invests intentionally, mixes high street with high end, and expresses herself through the things she chooses to wear. The identity needed to feel as effortless, classic and considered as she does.
I developed the complete visual language from the ground up: bespoke logo suite, colour palette, typographic system, brand guidelines and initial packaging concept - all built around a creative direction rooted in timeless refinement, natural warmth and quiet confidence.
VISUAL IDENTITY • BRAND SYSTEM • BRAND GUIDELINES •
“All is beautiful and unceasing, all is music and reason, and all, like a diamond, is carbon first, then light.“
CREDITS
Imagery: Pinterest, Unsplash, Various sources
Disclaimer: The imagery used is not owned by me or Culet. All images are sourced for the purpose of visualising the brand's look and feel and are used for illustrative purposes only If you are the owner of any of the images and wish to have them removed or properly credited, please contact me.
“All is beautiful and unceasing, all is music and reason, and all, like a diamond, is carbon first, then light.“
CREDITS
Imagery: Pinterest, Unsplash, Various sources
Disclaimer: The imagery used is not owned by me or Culet. All images are sourced for the purpose of visualising the brand's look and feel and are used for illustrative purposes only If you are the owner of any of the images and wish to have them removed or properly credited, please contact me.
PRIMARY LOGO
SECONDARY LOGO
WORDMARK
(with and without tagline)
BRANDMARK
PRIMARY LOGO
SECONDARY LOGO
BRANDMARK
WORDMARK
(with and without tagline)
VISUAL IDENTITY
The wordmark was crafted as a bespoke serif, with classic letterform attributes softened by fluid, connecting lines - precise without feeling cold. The brandmark pairs it with a symmetrical diamond-within-circle icon: a direct visual reference to the cut stone at the heart of the brand, distilled into its simplest form.
BRAND BOOK
The brand book codifies the full identity system - logo application, clear space rules, colour usage, typographic hierarchy - giving the brand the clarity and consistency it needs to grow. The tone throughout reflects what Culet stands for: timeless elegance, without excess.
COLOUR PALETTE
Rather than reaching for conventional jewellery clichés of gold and black, the palette was drawn from natural, earthy references that felt more true to the brand's character. Midnight, Eucalyptus, Sage and Cream form the primary palette, with Stone and Wholemeal as secondary accents - grounded and enduring rather than trend-led.
COLOUR PALETTE
Rather than reaching for conventional jewellery clichés of gold and black, the palette was drawn from natural, earthy references that felt more true to the brand's character. Midnight, Eucalyptus, Sage and Cream form the primary palette, with Stone and Wholemeal as secondary accents - grounded and enduring rather than trend-led.
TYPOGRAPHY | HEADLINE FONT
Oregon LDO was selected for its combination of timelessness and quiet modernity - a serif with enough structural confidence and range across weights and italics to carry the brand at any scale. Its connection to the natural world sits comfortably alongside the palette.
TYPOGRAPHY | BODY FONT
Red Hat Display brings balance to the system - a geometric sans with warmth and fourteen weights to work across. It complements the headline typeface without competing with it, giving the brand flexibility across print and digital.
PACKAGING
Brand application visualised across packaging and gifting - showing how the identity translates from screen to physical touchpoint.
