When I set out to design the branding for Calluna, their business model was very "hand crafted" and boutique. I didn't want to just select a pre-made font for the entire thing because that didn't feel representative of their message. After several rounds of sketches I landed on this rounded font I designed for Calluna. The rounded shapes are all related in bowls, heights and arms so it flows.
Half the business dealt with the sourcing and supply of gemstones and the other half is handcrafted jewelry boutique style. After designing the main portion of the logo which included the flower glyph based on the flower the name comes from, I was able to then pair to it the sub headings that represented the two branches of the business.
This business operated almost entirely over the internet and so all the packaging design had to flow and be consistent in design. It was important that we continue the on-brand messaging that this was a friendly and approachable boutique product despite being an online only affair.
Inside the box of shipped gemstone goods, I advised this client in the use of this thank you sticker I designed on brand color tissue paper to wrap the precious goods within so a customer would open an otherwise stark white box and see that pop of brand color red with that thank you sticker for hopefully a nice warm feeling. In this way we were really able to stretch the packaging marketing budget and provide stellar results and customer experience.
The website is built utilizing a theme management product I developed for Concrete5 CMS. This theme product gives the client a lot of control over the website without needing to rely a lot on graphic designers. She can switch out nearly everything in a self-serve fashion. It's perfect for eCommerce where the theme itself should be light to emphasis the really beautiful product.