Klug Gioielli
A brand for made-in-Italy jewellery, with the sparkle in the name.
Brand identity for Klug, jewellery made in Italy: the wordmark with the umlaut that becomes a sparkle, the Ü monogram in eight variants, a turquoise, warm grey and black palette, and the photographic campaign on black with the brand pattern.
- Role
- Wordmark and monogram, Colour system and pattern, Social kit and visual campaign
- Year
- 2023
Context
Klug designs and makes jewellery in Italy. Pieces for every day, not only for ceremonies: rings, earrings, bracelets. The brand had to be born together with the first catalogue and hold up from day one on Instagram, where jewellery sells before it reaches the shop window.
Challenge
A short, hard name, with an umlaut that Italian does not read. The risk was treating it as a mistake. We treated it as the distinctive trait: two dots above a U are already a sparkle, and a sparkle on a jewel is the right thing.
Design
The wordmark. Klug in thin, spaced capitals, with the Ü carrying the star in place of the two dots. Below, made in Italy in small type. Four declared versions: on turquoise, on warm grey, on white and on black.
The monogram. The Ü on its own, in a circle, with the sparkle. Eight variants for social profiles, labels and stamps: solid turquoise, grey, black, outline. It is the sign that repeats when the name does not fit.
Colour and pattern. A vivid turquoise as the only colour, next to a warm grey, black and white. The Ü repeated in a row becomes the pattern: on cards, on the bands that cross the photos, on the edges of posts.
Applications
The photographic campaign sits entirely on black: portraits, hands with rings, earrings in close-up. Three lines in script go with it, shine and inspire, for every unique day, unlock your inner sparkle, and the turquoise pattern enters the images as a band. The Instagram grid was set up as nine tiles that read together.
- Wordmark versions, on turquoise, grey, white and black
- 4
- Ü monogram variants
- 8
Results
A brand recognised from one detail, the sparkle on the Ü, and a system of monogram, colour and pattern that lets Klug produce posts and materials on its own without losing the hand.
Board by board.
