The assignment was to create branding (logo, identity, packaging and advertising) for ethical fashion jewellery brand: Mia Reykjavik.
The concept behind the logo is that "X" marks the location of the gold (like on a treasure map). This new brand is a social enterprise that creates designer jewellery made from Fairtrade gold, so big focus on the material: the ethically sourced gold. We created an X (the brands monogram) from the M in Mia and placed it in-between the M and IA (have to find the X, like on a treasure map), so in this case, in the middle of the logo. The X monogram is also a basic product design (it is the shape of the MIA monogram earring, necklace and bracelet). The founders feel that Fairtrade gold is so good, it´s almost magical. So our colors are iridescent and pink with some rich blacks to create strong contrasts (and a fashion feel). The imagery is magical and high contrast, with magical elements (pink animals) or dripping gold.
We wanted to create a modern looking fashion brand - for a conscious consumer. Most Fairtrade brands look more earthy (Fairtrade farmers, Fairtrade coffee), where as this brand is supposed to have an artistic, magical edge, in addition to its wholesome core.