Obsessed with Insects
CHALLENGE
Jennifer Herwitt has an eye for detail, a taste for fine jewelry, and a childhood obsession with insects. Her fascination with the creepy crawlies ultimately transpired into a sophisticated line of fine jewelry, what she refers to as her “collection of living jewels”. Jennifer wanted to capture her admiration and respect for all insects in her brand identity system and packaging to highlight insects’ inherent ingenuity and beauty.
The fine jewelry market was saturated with individual designers. Jennifer was involved in the entertainment industry and hoped to capture the eyes of celebrities to grow her business. Our challenge was to create a presence that aligned with Jennifer’s vision and stood out as unique and memorable in the sea of fine jewelry.
CLIENT
J.HERWITT
PROJECT
DESIGN STRATEGY
BRAND IDENTITY
PACKAGING
MARKETING TOOLS
CREDITS
CREATED AT ELIXIR DESIGN
STRATEGY
Insights: We found that similarities between insects and fine jewelry are in the small details. And people who have an affinity for natural wonders such as insects, appreciate their origins and relevant scientific facts. Some of them eventually become collectors.
Solution: We designed a monogram and wordmark that picked up on the fine details of Jennifer’s jewelry and infused delicate yet strong insect-like characteristics that set the stage for her brand identity. We seized the opportunity to emulate the scientific practice of entomologists who mount their specimens in riker boxes to use as a packaging concept. This gave us a platform to elevate each piece of jewelry and present it as a precious collectible. Each box came with a fact card about the insect, educating the owner about the ecological significance of the insect and the gemstone.
The brand identity system positioned Jennifer’s Collection of living jewels as a refined and meaningful homage to the wonder of insects and showcased the beauty of the product in an unexpected way, unlike anyone else in the industry.
Since its launch, Jennifer’s Collection of living jewels has been featured in many prestigious publications including Vogue, Cosmopolitan, MarieClaire, LA Times, and Modern Bride. Her jewelry is worn by numerous Hollywood actresses.
