Fine Jewelry Brand Launch and Brand Identity
Creative direction for brand identity and site experience.
Welry.com, launched during Q4 of 2020, is the first direct-to-consumer brand created under Richline Group that expands its core online inventory. The business case, strategic vision, site experience and brand identity was developed in collaboration with Code and Theory agency.
Manifesto: “To truly understand who someone is and help them discover what they want and need before they even imagine it requires dedicated time, begs effort and experience, takes credibility and knowledge. Each step of the journey, each fine detail combine to create a singular vision: A vibrant marketplace, curated with quality for an experience that connects with a reflection of who you truly are.”
Design System
Symbol
Welry is not one journey. It’s many, combined in a singular vision. The ‘W’ path represents the idea of an open and ever-evolving marketplace. One in which users are able to find not only the pieces they were already looking for but also something custom with unique personal value. Their own voyage on a piece of jewelry.
Logo executions
This dramatic silhouette or the wordmark feels confident and modern. The wider kerning speaks to the breadth of offerings— creating a sense of airiness, while not being overly edgy.
Color Palette
Color Palette: These are the fundamental design colors. They’re universal. The black and gray work as anchors, showing stability and authority while providing practical backgrounds for product photography. The cream adds warmth against the sapphire blue, softening and enhancing the overall look and feel. Sapphire blue is used in the branding to evoke trustworthiness and loyalty while bringing in a punch of liveliness and vibrancy. The saturated color allows to stand out in an industry dominated by soft tones targeted at women. Our brand color is gender-neutral. Welry is a unique digital-first experience that appeals to all. The sharp blue makes it plain.
Coral introduces warmth. It’s a supplementary color and offers up another hue option in contrast with the blue. Perceived as open, friendly and emotionally intelligent, it can also be seen as strong and alive.
Photography
Photography is welcoming and actionable, providing access, authority, and expertise without feeling alienating. It’s confident, flexible, and sparks customer discovery. Portraits of people wearing Welry products instill a sense of lifestyle and inspiration. They welcome people into Welry. Simple compositions and focused with solid color backgrounds. Photography looks elevated and feels consistent while accommodating a range of price points and demographics.
On figure Photography: Chris Craymer
Creative Direction: Laura Salvan
Hair & Makeup: Lisa-Raquel Baines
Wardrobe Styling: Laura Pritchard
Site Experience
Homepage and navigation deliver value. It drives conversion for the high intent user who knows exactly what they’re looking for and the low intent user who’s browsing and open to recommendations and inspiration.
PDP pages
Product Detail Pages: The PDPs are dynamically populated by the PIM making the addition of new products to the site experience a very low lift effort. Because of this dynamism, the PDP can flex to support a variety of products and customization options.
Search pages
Search Pages: A simple hub page header dynamically displays the associated topic/tag as the page title with a default background. An editor can add a short description to the header, and decide what topics or tags to create for category pages.
The card grid on all hub pages has its own set of filters. All hub pages will have the same filter set. Filters can be manually turned on or off, if desired (e.g. when there is not enough content to support it.)
