Person wearing multiple rings and bracelets, sitting with black nail polish, against a dark background, dressed in black with rolled-up sleeves.

Orange County Web + Brand Design

Brand Identity + Product Photography

for  Luxury Jewelry Designer

01. Behind the Brand

VAEL is a study in sacred balance, the meeting of mysticism and minimalism, light and shadow.
Rooted in craftsmanship and intuition, the brand creates gold-filled jewelry that feels both celestial and grounded; pieces meant to be layered, lived in, and loved like ritual.
Each curve and facet carries intention: a whisper of geometry, a hum of harmony.
From Southern California, VAEL designs adornment for those who see jewelry not as decoration, but as devotion.

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Multiple layered necklaces with celestial and abstract pendants hanging on a display against a neutral background with white decorative objects.

02. Behind the Design

  • 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

A young woman with red, wavy hair and light skin looking upwards. She has multiple tattoos on her arms, wears multiple delicate gold necklaces, rings, and bracelets, and has piercings on her nose and lips. She is dressed in a black top and is posed with her hand near her face against a neutral background.
A woman with red hair is wearing multiple layered gold necklaces, earrings, and rings. She has black nail polish and her hands are gently touching her shoulder.
A young woman with red hair and multiple necklaces, with her arms raised and hands behind her head, looking thoughtfully to the side.
Close-up of a woman with red curly hair, multiple rings, and piercings, touching her ear against a beige textured background.

03. the Color Palette

04. the Logos

A colorful, abstract digital graphic featuring a downward-pointing triangular frame with various multicolored, digital glitch-style elements inside and around it. The word 'VAL' appears below the triangle, with stylized letters.
Logo featuring a geometric diamond shape with the text 'VAEL' and the tagline 'mystery + metal' underneath, all in minimalist white lines on a black background.
Minimalist geometric drawing of a three-dimensional triangular shape with lines, on a black background.
Black background with a white geometric diamond design composed of overlapping triangles and lines.
Black background with white geometric gemstone logo and text that reads "VAEL" and "mystery + metal".
Abstract digital art with inverted pyramid and rainbow gradient, with the word "VAULT" underneath.
A woman with dark nail polish, wearing gold jewelry including rings, bracelets, necklaces, and a small cross earring, poses with her hand near her lips against a dark background.
Close-up of a woman's hand and neck adorned with layered gold necklaces, rings, and bracelets, with black nail polish and a dark velvet top.
A close-up of a woman with blue eyes and dark hair, wearing multiple rings and jewelry, with black and gold nail polish, resting her hands on her face and looking directly at the camera.
Close-up of a woman wearing layered gold necklaces and a dark blazer against a dark background, with her face partially visible.

05. the Typography

typography for jewelry brand
typography for jewelry brand
A gold ring with a diamond on a white velvet ring box, surrounded by white petals and placed on a gray stone surface.
A delicate gold ring with a small round bead on top, placed inside a velvet hexagonal jewelry box with two matching round earrings.
Gold hoop earrings and a gold chain necklace resting on a textured concrete surface.
Several gold chain necklaces hanging on a white display stand.
A gold ring with a twisted chain detail is displayed on a textured, irregular white surface.
A close-up of two gold bracelets resting on cylindrical concrete blocks.
A white cone-shaped display stand with gold rings placed on it, set on a textured gray stone surface with a blurred background of indistinct objects and neutral tones.
Gold chain necklaces draped over cylindrical stone display stands with decorative clear stones and dried botanical elements in the background.
A gold ring featuring a central pearl, with an open circle design around it, resting on a soft, pale surface with layered fabric and stone elements in the background.
Black sleeveless T-shirt with white geometric logo and text reading 'VAEL mystery metal' on the front, lying on a gray concrete surface.
A white shopping bag with black handles featuring a minimalist geometric logo and the text 'VAEL' with the subtitle 'mystery + metal'.
Black tag with gold geometric logo and the name 'VÄEL' placed on a white marble surface with gray veining.
A lit candle in a white container with a black lid leaning against it, labeled 'VAEL mystery + metal'. Two additional empty candles containers are in the background.
A black box with a rose gold geometric design and the word 'VÁEL' on top, placed on a round white marble platform with a textured surface. In the background, a white ceramic vase with a dried branch and a beige wall with textured patterns.

STAY a WHILE.

…or START something NEW.

You can dive into the work we might create together, or wander through the words and ideas that shape it.

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Black and white photo of a computer mouse, glasses, a coffee mug, and a laptop on a marble table in a sunlit room.