The final identity gives the brand a flexible visual foundation across logo, packaging, colour, and printed touchpoints.
The project demonstrates how a small start-up identity can move between different tones - from contemporary minimalism to a softer, client-led premium direction - while remaining clear, recognisable, and suited to real-world brand applications.
The first direction explored a minimal sans-serif identity built around softness, clarity, and quiet recognition. The bilingual wordmark combines rounded Latin lettering with 木木 characters, creating a simple visual signature that feels personal without becoming overly decorative.
The aim was to create a brand system that could sit comfortably across small-format applications - from jewellery boxes and stickers to care cards and online visuals.
Because the brand lives heavily through packaging and small physical details, the identity was designed to feel tactile and refined at a smaller scale.
A muted green palette, clean typography, and simple logo variations give the brand a calm, natural feel, while keeping the overall system clear and easy to apply across printed and digital materials.
Designed to feel minimal, memorable, and giftable
Mumu Jewellery
Second variation - Client chosen visual direction
Brand identity - Client project
2026 | Brand Identity | Art Direction
PROJECT
Building a soft identity for a London jewellery start-up
Alongside the minimal sans-serif route, a softer serif-led direction was explored for a more delicate and mystical tone.
This was the direction selected by the client, shifting the identity towards a more premium and expressive visual language while retaining a restrained, cohesive system. The client later developed the brand under the name Mumu Aura.
Option 1
Option 2
Outcome
The final identity gives the brand a flexible visual foundation across logo, packaging, colour, and printed touchpoints.
The project demonstrates how a small start-up identity can move between different tones - from contemporary minimalism to a softer, client-led premium direction - while remaining clear, recognisable, and suited to real-world brand applications.
The first direction explored a minimal sans-serif identity built around softness, clarity, and quiet recognition. The bilingual wordmark combines rounded Latin lettering with 木木 characters, creating a simple visual signature that feels personal without becoming overly decorative.
The aim was to create a brand system that could sit comfortably across small-format applications - from jewellery boxes and stickers to care cards and online visuals.
Because the brand lives heavily through packaging and small physical details, the identity was designed to feel tactile and refined at a smaller scale.
A muted green palette, clean typography, and simple logo variations give the brand a calm, natural feel, while keeping the overall system clear and easy to apply across printed and digital materials.
Designed to feel minimal, memorable, and giftable
Mumu Jewellery
Second variation - Client chosen visual direction
Brand identity - Client project
2026 | Brand Identity | Art Direction
PROJECT
Building a soft identity for a London jewellery start-up
Alongside the minimal sans-serif route, a softer serif-led direction was explored for a more delicate and mystical tone.
This was the direction selected by the client, shifting the identity towards a more premium and expressive visual language while retaining a restrained, cohesive system. The client later developed the brand under the name Mumu Aura.
Option 1
Option 2
Outcome
