Charoit
Identity and branding for a chain of jewelry stores
Identity and branding for a jewelry store, in collaboration with Bauns studio.
Charoit is a chain of jewelry stores from Surgut. The brand grew out of its founder-jeweler's craft — he worked with charoite stone and created jewelry from it. Over time the brand expanded — more stores opened, and the range of jewelry grew with them.
Brand & graphic design
Motion design
Ai & sound design
Refresh the identity and lay the groundwork for store design. Convey the brand's new role — helping customers pick jewelry to match their character, mood and occasion.
The idea of combinations, found inside the jewelry itself — in beads. The "bracelet of different beads" metaphor shaped the logo and a flexible visual system.
A recognizable visual system that grows together with the brand's range and audience.
Our task was to refresh the identity and lay the foundation for the future design of the stores. It was important to convey Charoit's new role: helping customers choose jewelry to match their character, wardrobe, mood or a specific occasion.
The redesign was built on the idea of combinations, which we found inside the jewelry itself — in beads. From a single set of beads you can assemble different combinations and create your own look.
The "bracelet of different beads" metaphor defined the new logo and the principle of the whole visual system. The beads became graphic containers for photos, jewelry and looks. They can be filled and combined, adapting the identity to collections, occasions and communication formats.
As a result, the Charoit jewelry store gained a flexible visual system that preserves the brand's recognizability and can evolve together with its range and audience.
I had the chance to work with Bauns studio: I did sound design for the motion videos, we submitted the work to festivals, built a flexible visual system and set the rules for scaling the brand, and designed and produced unique printed materials.
Art Director
Graphic Designer
Digital Producer
Brand Designer
Motion Designer
See also
