Emotive Branding for a Jewellery Start-Up: The TIMÉA Identity
“a feeling of peace”
BUSINESS NEEDS
From the start one thing was very clear from the brief - customers of TIMÉA should emotionally connect with the jewellery. All brand touchpoint needed to be considered with this messaging from the logo to the product packaging.
DELIVERABLES
Naming Exploration
Tagline Exploration
Research and Concept Development
Primary Logo Design
Secondary Logo Designs
Logo Symbol
Logo Family Production (cmyk, rgb, white, black in various formats e.g. .ai, .png etc)
Brand Style Guide
Additional Logo Versions
WHAT’S IN A NAME?
Timéa came to us with absolutely no branding – not even a name. Agota, the founder, was always confident in her designs, their purpose, and what they represented, but she was unsure which direction to take with the branding.
So, we started at my favourite place – research! We explored her story, her business, the pieces themselves, her jewellery design process, the target customer, and similar brands in the space.
Only then did we begin thinking about brand direction. Once that was defined, we could start exploring names. We looked at options from all angles but didn’t rush the process. We knew the right one would come naturally – as it often does in design. Most creative ideas don’t happen at the desk, but while walking, making a coffee, or letting thoughts breathe. And that’s exactly how it unfolded with Timéa.
After the research, exploration, and a bit of incubation time, I got an excited message from Agota – she’d found the name. Timéa – one we’d noted on a list just a few days earlier.
The name had been right in front of us all along. It means “good mood” or “a state of tranquility,” and it’s also personally connected to Agota and her heritage.
The accent over the “e” in Timéa turned out to be a beautiful coincidence – a subtle nod to the Irish language, with the fada almost symbolically linking Agota’s two home countries together.
PROJECT RESULTS
Agota was able to lean on me during those first days of setting up her business and developing her branding values. We had some really lovely chats about what her jewellery means to her and what she wants to convey to her customers. Fortunately as we are located in the same area some of our meetings could take place in person, allowing for a really relaxed chat over coffee and providing me with a chance to see the jewellery pieces in person.
The logo design represents new beginnings containing a playful image of a sunrise balanced with a reflection that represents a persons journey - both past and present. The center circle acts as a focal point and also mirrors a signature design element featured within many of TIMÉA’s designs.
We always knew that the word mark would be vital within this project because it would need to be placed solo on some packaging items or promotional material. The word mark was therefore designed with the same simplicity as a logo symbol’s design to ensure that it maintained the same brand feel as the full logo. An additional dot over the ‘I’ was introduced to help balance the fada on the ‘e’. This also allowed for natural branding expansion and became an integral part of the identity allowing for patterns and focal points to be developed.
WHAT THE CLIENT SAID
“We had a very efficient and - not to forget - fun collaboration with Luuuby Creative. Lorraine is very receptive, she quickly understood what I was going for in my product offering and branding.
Communication was always clear and professional, I especially appreciate that I always knew what to expect from the next stage. Her supportive attitude made me feel I'm not alone in this, which was SO helpful in those early days of setting up a new business.
I was impressed by the talent and thoroughness in the designs I've received, and I am now thrilled with the outcome of our collaboration. I warmly recommend Luuuby Creative, absolutely!”
Looking for a gift that is equally thoughtful and beatifully hand made? Have a look at TIMÉA Jewellery.
When your branding reflects your business, then it will resonate with your ideal client.
Promise
We create branding solutions and provide support to help your business overcome visuals that don’t reflect your brand and may be hindering its growth.
We will help you achieve unique branding that emotionally connects both inside and outside your organisation, ensuring long-term success through personalised and collaborative specialist support.
We promise to provide you with the visual tools to grow your brand with confidence.