Midem
Building a new jewellery brand from strategy to a launch-ready brand system
Client: Keskisen Kello
Scope: Brand strategy and positioning, naming, messaging and tone of voice, visual identity and creative direction, brand photography guidelines
Midem is a jewellery brand created by Keskisen Kello to bring premium gold and laboratory diamond jewellery into everyday life at a more accessible price point.
Tuomi Designs developed the brand from its strategic foundation and naming to messaging, visual identity and creative direction, creating a cohesive concept for launching Midem across customer touchpoints.
CHALLENGE
Keskisen Kello needed to create a distinct brand for its new jewellery collection and establish its role within the company’s broader portfolio. The brand had to feel refined and enduring while remaining approachable, relevant and clearly differentiated in a competitive category.
APPROACH & RESULT
Through strategy workshops, we positioned Midem around the personal meaning and stories carried by jewellery, rather than competing through product features alone.
This strategic direction also shaped the brand’s messaging, including the idea “Valitse tarinasi” (Choose your story) and informed an identity that balances elegance and accessibility.
The result is a clear and cohesive brand system designed to introduce Midem with confidence. Positioning, messaging, identity, photography direction and packaging work together to create a consistent experience across e-commerce, marketing and physical touchpoints.
