Lama' Jewelry didn't have a holistic brand. The website was static and abandoned. The visual identity was inconsistent and the communication strategy wasn't set. It needed an identity to be defined, designed and solidified.

Feel's research revealed that LJ functions as a one-stop-shop. Meaning, they sketch out designs by hand, then they produce and sell to the region and the world. This was when Feel positioned LJ as a factory and not a shop. An idea hub where all things happen.

The actual sketches from their designs were used as part of the brand identity. The letters 'l' & 'j' are almost identical, so they were the stars of the icon, alongside a sparkle that was custom-designed from those letters.

The color scheme and full-on execution were designed to show the world that a B2B brand doesn't need to be boring. At the end of the day, it's all H2H (Human-To-Human).