Portfolio

Amnis Stones Brand Logo and Assets

• Design type: Logo, Patterns, Marketing Assets, Brand Identity Board
• Client: Amnis Stones
• Intended use: Web
• Tools: Affinity Design, Photoshop Lightroom, Wacom Tools, Pexels

Amnis Stones is a small business based in Cracow, offering jewerly handcrafted from semiprecious stones.

Objective

The small company needed an impactful way to promote themself and communicate their values to customers. As a new business, starting with the right message and image was key to the well-being of it for, hopefully, many years to come.

Challenges

Amnis Stones is a jewelry brand inspired by the nearby nature. South Poland is rich in rivers, mountains, and green areas, and this was desired to be reflected in the materials that the products were made with, and on the business’ internet presence.

A connection with nature was a hard requirement. Plus, Amins Stones is not a luxury brand, using expensive materials, yet the brand identity should convey a rich first impression to potential customers. Elegance should be a primary message as well.

Process

I started first developing the nature association that inspired Amins Stones. This was a must both because of the customer’s desire and because of the name of the business itself (Amnis is “mountain torrent” in Latin). In this initial phase I gathered images and designs that could match this nature connection and, specifically, nearby nature. These were not only to be simple images but promote an idea not dissonant with the desired brand identity of the client.

The brand tone was thus set from Cracow neighbor areas, exploiting its many small flowing rivers, tall trees-filled parks, and a sense of natural calmness.

The Cracow region is also filled with small caves that are rich in stones, which show cracks and patterns revealing, when cracked, semi precious materials inside. The main logo and patterns are a direct reflection of these stones.

Once this was settled, the color palette and the mood board were decided with facility. The various shades of dark greens and blues as common in the South Poland green areas provided the bulk of the colors. A touch of yellow to brighten it all was the final touch.

Final Design

A main logo and two sub-logos were designed for the main identity of the business.The business required also material for printing in case it could expand in that direction, and thus a set of two marketing assets, a couple of patterns and backgrounds, were delivered. A sample of the images that were of inspiration, and their relative color palette, were also provided, to be the primary mood board of future other assets that the company could develop.

The end results are inspired by the Polish mountain scenery and highlight cleanliness, elegance, and a slower way of life.