InDetail is a select jewelry brand dedicated to showcasing talented jewelry and accessories designers from around the world. They want to represent and cater to a new generation of design conscious women, who seek to set their own ideals of beauty and femininity. In our comprehensive task of InDetail’s branding, creative direction and retail redesign, we challenged what elegance and femininity can look like for the modern woman, providing a fresh and clean slate to showcase the designer jewelry pieces as well as allowing customers to form their own definitions.

The intention behind InDetail’s branding design provides premium feel through a simple and elegant expression. Core values for the brand were identified and crystallized into a simple slogan, “The Art of Effortless Elegance”, reflecting the brand’s key essence of creativity and sense of ease.

InDetail’s retail concept is a marriage of functional structures and beautiful forms. Pure and clean shades of nude and blue are paired against the warm textures of the wood and composite surface. The retail space offers a bright and clean slate to display the brand’s variety of products, while conveying a strong sense of brand identity at the same time. The different aspects of the brand’s physical and graphic elements were choreographed to complement each other and form a seamless brand environment.