Logo
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Target audience strategy
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Website
Client
Challenge
Solution
Ilay Noy - a jeweler specializing in handmade Cuban gourmet items
Creating a logo for a jewelry brand that appeals primarily to the male audience, and that expresses values of presence, boldness, and prominence.
I created a logotype that emerged from the shape of the jewelry itself. In addition, we researched the target audience together to understand their deep need.
187 pt
100 pt
60 pt
Owners Wide Black
A bold, heavy sans-serif typeface with strong geometric shapes and confident, un apologetic presence.
Its strong lines and compact shapes create a sense of power and modernity.
Logo Concept & Process
Urban with a refined edge
The logo was developed to express a street-inspired, urban attitude while maintaining a high-end, premium feel - reflecting a brand that belongs both in the city and in the world of fine craftsmanship.
Bold typography as differentiation
We intentionally chose a heavy, sans-serif logotype to break away from the common visual language of jewelry brands, which often rely on thin, delicate, or serif logos. This typographic choice creates distinction, authority, and a sense of timeless strength.
Presence and shape
much like the Cuban chain itself, the logo was designed to feel solid and unapologetic. Its weighty forms echo the product’s physical qualities: full silver or gold, heavy, never hollow links, and built to last.
The logo was shaped directly from the form and rhythm of the Cuban chain itself, allowing the product - the undisputed hero of the brand - to be embedded at the core of the visual identity.
Target Audiens Strategy
understanding the customer
When we approached the branding, we revealed the true value of Ilay’s product, and through that, we discovered who his customers really are.
They are men who appreciate precision, craftsmanship, and individuality. Men who want to wear something that speaks quietly but powerfully -
a statement of confidence and strength without saying a word.
We built the brand around this essence:
authenticity, boldness, and mastery
Each handcrafted Cuban link chain represents a deliberate choice - a commitment to quality and to standing apart from the crowd. The visual identity and tone of voice reflect that same attitude: confident, refined, and unapologetically real.
