SAMI Jewellery
We had the pleasure of collaborating with the UK brand SAMI Jewellery, a London-based fine jewelry designer, on a comprehensive rebrand that seamlessly blends timeless elegance with contemporary energy. SAMI approached us with a clear vision but sought guidance in elevating her brand while maintaining its accessibility. Inspired by her Indian cultural heritage and deep connection to nature, SAMI’s modern creations are defined by a sense of empowerment and femininity. We crafted a refined visual identity and narrative that honors these influences, paying homage to the beauty of Jaipur, “The Pink City,” and subtly incorporating natural textures and shadows to bring additional depth and dimension.
In addition to the brand strategy, we designed packaging, marketing concepts, and an e-commerce Shopify website to showcase SAMI’s exquisite, yet attainable, jewelry. We also developed composite imagery focused on juxtaposing the delicate beauty of each piece with tactile, organic elements, to emphasize the connection with nature for a cohesive and striking brand experience.
SERVICES
Art Direction
Branding & Identity
Messaging
Shopify Website
Packaging
Illustration
Composite Design
YEAR
2020 – 2021
INSPIRED BY NATURE
SAMI’s icon symbolizes the sacral chakra, blending the sun, moon, and a blooming lotus to express nature’s infinite beauty and wisdom. Inspired by landscapes, organic shapes, and animals, SAMI Jewellery embodies these principles alongside the tactile qualities of earth—stone, forest, marble, and clay—channeling healing energy.
SAMI Mission
SAMI Jewellery celebrates femininity through wearable art that embodies nature’s wisdom & India
SAMI Mission
SAMI Jewellery celebrates femininity through wearable art that embodies nature’s wisdom & India
Design Language
The design strategy for SAMI Jewellery was crafted to tell a story that embodies the ethics defining the brand, with every touchpoint—from language to visual elements—woven into this narrative. The tone is energized yet inviting, natural and imaginative, reflecting SAMI’s commitment to sustainability, strength, and progress. Colors offer timeless depth and pops of warmth, defining both the brand’s character and quality, while elemental textures and patterns seamlessly tie the story together, creating a visual language that speaks to SAMI’s values.
Shopify Website
We built a custom Shopify e-commerce website to provide a seamless user experience. The minimalist layout allows this vibrant collection to stand out and offers users an intuitive way to discover and easily purchase their own piece of wearable SAMI art.
