When VAEL arrived, their artistry was undeniable, but their identity lacked the cohesive visual language to match its spirit.
They needed a logo that captured sacred geometry without falling into cliché, a color palette that felt neutral yet alive, and imagery that translated their mysticism into something tangible.
Their existing product photography lacked the warmth, shadow, and story that define the brand’s ethereal tone.

We built VAEL’s brand identity around the idea of “sacred elegance.”
The logo draws from sacred geometry, refined into a mark that feels timeless and modern; a visual mantra in gold and shadow.
A soft-neutral color palette balances luxury with restraint, creating room for the jewelry to breathe.
For the photography, we directed and styled a series of shoots that played with reflection, texture, and natural light, capturing the jewelry in its truest form: luminous against quiet shadow.

The end result: a cohesive visual system that elevates every touchpoint, from packaging to product listings, and positions VAEL as a brand of intuitive luxury.

The creative direction was born from duality: ritual and rebellion, earth and ether.
Influences included sacred geometry, the warm gleam of candlelight on metal, and the nostalgic imperfection of analog film.
Each element was designed to feel like an incantation in motion; modern, mystical, and unmistakably VAEL.

• Brand Identity System (logo suite, color palette, patterns)

• Product Photography + Styled Shoots

• Packaging Design (jewelry cards, tags, boxes)

• Video Direction & Styling

• Reusable social media templates for product launches