Midem
Project: Brand Identity Design for a new jewelry brand
Client: Keskisen Kello
Project Scope:
Brand naming
Brand identity & creative direction
Brand voice & messaging
Brand photography guidelines
Midem is a new jewellery brand by Keskisen Kello, launched in summer 2024 with the mission of bringing a touch of luxury into everyday life. The collection features gold pieces adorned with sparkling diamonds and beautifully cut gemstones, offering premium quality at an accessible price point.
Rooted in timeless, classic design, Midem jewellery is created to feel elegant today and for years to come. For this project, the goal was to shape a brand identity that reflects this refined, enduring character and introduces Midem to the market with clarity and confidence.
LOGO
2. LOGOVERSIO
LOGOMERKKI
CHALLENGE
Keskisen Kello needed a brand name, identity, and messaging for its new mid-range jewelry brand to differentiate it from competitors and establish an emotional connection with customers.
APPROACH
Through strategy workshops, we positioned Midem to emphasize personal storytelling and emotional connections rather than just product quality. The name was inspired by ‘diamond’ and ‘emerald,’ creating a sophisticated yet approachable identity while maintaining a connection to the parent company. The visual identity balances elegance and accessibility.
OUTCOME
A refined brand identity with a clear emotional appeal. The cohesive branding extends across all customer touchpoints, including brand elements, photography, and packaging experience.
