Inspired by the cube form of a rough lab diamond and the transformation to faceted perfection, the brand’s logo represents more than initially meets the eye. Within the logo’s square border, a series of lines inspired by the facets of diamonds create both the brand’s initials ‘JD’ and a unique view of a diamond. The logo is applied throughout all brand touchpoints, including the signature facade of its retail stores. The brand’s elegant, yet edgy logotype — featuring angular, sharp serifs similarly inspired by the contours of diamonds — pairs perfectly with the icon.
Additional identity elements allow the brand’s rebellious spirit to truly shine. This includes signature photography effects reminiscent of light refractions hitting diamonds, mixed-type treatments, disruptive layouts, and a color story centered around black with an unexpected, striking blue accent for packaging.
Working with photographer, Frankie Batista, our studio photography creates a sense of drama, fierceness, and mystery — with themes of shadows and the female form — while unquestionably making the brand’s products the star. Jean Dousset’s editorial photography and video content personify its idealized target customer who is glamorous, yet feisty; comfortable in her own skin, yet in control of her image; and refined, yet unafraid to release her wild side. Finally, the brand’s website reflects Jean Dousset’s modern luxury positioning, with intentional animations, thoughtful details, and considered layouts that break the mold of the typical jewelry e-commerce site while nevertheless remaining timeless.