BRAND IDENTITY CONCEPT FOR CONCEPTUAL JEWELRY LINE
Bone Halo Jewelry
Passion Project, Branding, Concept Design
CONTEXT
I kept looking for jewelry that matched the aesthetic I actually wanted to wear. Alternative, textured, a little polarizing, without the luxury markup. I couldn't find it, so I built the brand myself. Bone Halo is a self-initiated project and full identity. It's the brand I wanted to buy from, designed in a style I've always wanted to utilize.
A challenge was pushing the designs to feel underground/edgier while still feeling like a reliable jewelry shop.
Brand Identity Concept for an Alternative Jewelry Brand
Role: Brand Identity Design · Art Direction · Animation · 3D Modeling
Credits: Lena Dang (Jewelry concept models)
LOGO
Inspired by look of bones and their density. The name is what a ring is in it’s simplest form, a circular-halo worn on the phalanges of the hand.
INSPIRATION
Img sourced: medical.theclinics.com
First human body part in an x-ray, W.C. Röntgen.
Img sourced: artsandculture.google.com
TYPE / ICON
Custom bone-inspired lettering, halo-cross icon built to distill the collection into a single visual language. Paired Squid Boy, an organic, drippy display face, with Neue Haas Grotesk to balance texture with readability.
3D
Imported logo to blender to create a 3D version. Chose this vs Illustrator’s 3D software since it was easier to edit and play with lighting.
PIECES
3D-rendered collection pieces, chain links, claw-set earrings, and rings. Jewelry concept models by Lena Dang.
MOCKS / PACKAGING
Storefront signage and printed collateral mocked up to test how the brand holds up in physical space.
