BRAND IDENTITY | LOGO DESIGN | LETTERING | STATIONERY | PACKAGING DESIGN
THE CLIENT
Chass Moritz is a small jewellery store from Lucerne, Switzerland. With a second location opening in Montreux, the brand was looking for an identity to make it recognisable while also setting it apart from the competition.
DESIGN APPROACH
Discussing the brief, challenges, solutions and design process
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THE PROBLEM
Looking for a timeless logo that conveys the store's quality and elegant style.
Classic, but not heavy.
It should be attractive for both men and women, so the design should be neutral.
THE SOLUTION
The brand's elegance is present in the logo's style from the first glance - a serif font, that balances both thick and thin lines, with rounded edges, to make it unique and easy to recognise.
The same font is also used for the monogram. To keep it simple and elegant, we decided to use it as a pattern. This way, we added some personality through the elements that were already present.
The color of choice was a neutral blue, to appeal to both genders. As a stand alone color, blue represents loyalty, confidence and trustworthy.
TIMELESS ELEGANCE
Elegance is the pillar for Chass Moritz. With this in mind, all the other elements have been designed to emphasise this aspect. For the monogram, we used the initials from both names, in a simple and stylish way.
BEAUTY THROUGH SIMPLICITY
PACKAGING DESIGN
Real elegance does not have to be bold. IT is its simplicity and discrete presence that captivate the eyes.
With a fine texture and a minimalist design, the packaging sends its message with ease.
The blue logo is at the top of the box, creating a beautiful fusion of style and detail
BLUE BAG TITLE
The shopping bag uses the blue color present on the logo, maintaining the theme.
The cardboard texture is a sign of quality, protecting the box and the jewellery inside.
To contrast with this, the logo is present on white, making it visible and stand out.
The monogram is used on the side of the packaging boxes, as well as on the wrapping paper.
Just as the packaging, the bags have the monogram on both sides. Due to the bigger space and for a more aesthetic look, the pattern usage is a better choice here.
