Their

SCOPE OF WORK:
Naming Concept
Creative Strategy
Brand Identity
Packaging Design
Website Design + Development
Creative Direction
Campaign + Catalogue Photography

The modern couple shares clothes, scents, and jewelry. Lauren and Alexander Ludwig saw an opportunity to start a jewelry line designed to be shared and styled for modern life, while keeping the tradition of well-crafted pieces you want to pass down.

The Brief

Very Polite was approached to create a name and brand identity for the sustainable and genderless jewelry line. The couple had a single request: that the brand not parade sustainable and genderless values but rather, embedded them in the ethos — operating as a quiet mechanism to fuel their design and business objectives.

The Opportunity

For the name, we considered the core themes of the brand and the objectives: demonstrate style, quality, individuality, and genderless design. We were excited by the duality of jewelry being a statement of individual style, while it also being a meaningful symbol of a shared past. Heirlooms, and the idea of well-crafted pieces that can withstand generations of changing hands, spoke to the brand’s quality and shareable design. Now, we just needed to highlight individuality, which led us to Their. To distinguish the duality of meaning that exists in the name, the wordmark changes form to spotlight ‘heir.’

With heirlooms on the mind, the team was circling around what timeless design really means. The concept that a ring fundamentally doesn’t change shape or weight from the day it was made to the day it reaches the hands of future generations. Yet, when the ring is passed to those future generations, it symbolises a preservation of time: the meaning gives it weight.

The idea of a ring is a ring until it’s an heirloom, reminded us of the brand’s core material: recycled gold. With the use of recycled gold, the material embodies its entire timeline from raw material to liquid and the different forms it took before reaching a final shape.

The Outcome

The entire identity adopted the shape and movement of circles to communicate the cycles of meaning and form. Even the messaging took inspiration from concrete poetry to lay down content in organic forms. For the packaging, we recommended tin as a utilitarian form to embody preservation as opposed to impermanence and waste.

For photography and campaign imagery, we wanted to spotlight the models as individuals, allowing Their to morph with the style of the wearer. The imagery is informed by movement, reminding us of the timelessness of well-crafted jewelry and the liquidity of meaning when it comes to heirlooms.

For the website, the design reinterpreted movement and concrete poetry to create an organic grid system that builds as the viewer scrolls.

Very Polite provides brand guardianship on every project we work on. Their offered the opportunity to create a full-bodied brand that took the ethos and personality to heart, across all brand expressions.