Luxmirae
Luxmirae offers high-quality jewellery and bags to people who value refinement and quality. The identity brings both categories into one elegant, timeless system while keeping the brand’s sense of prestige within reach.
- Role
- Brand strategist
Identity designer
- Scope
- Brand identity
Art direction
- Deliverables
- Identity system
Packaging
Campaign direction
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Luxmirae needed to feel sophisticated and aspirational without becoming remote: a modern luxury brand with prestige, clarity and an attainable point of view.
The brief
Establish a cohesive, elegant and timeless identity that could express sophistication, elegance and modern prestige across jewellery and bags, while leaving a lasting impression on an audience that values refinement and quality.
The idea
Luxmirae draws on light and brilliance. A diamond-like sparkle replaces the dot over the “i”, connecting the identity to jewellery and preserving a subtle link to the brand’s former name, Double Diamond Collection.
The system
A clean sans-serif wordmark and generous letterspacing make the brand feel premium yet approachable. Forest green establishes depth, cream adds softness and gold brings light, polish and a material connection to the products.
The application
Built around the invitation to “Own the moment”, the system moves across jewellery boxes, pouches, shopping bags, product cards, retail environments and campaign imagery without losing its composed character.
A modern sans-serif wordmark gives the name room to breathe. Its wide spacing feels refined and assured, while the sparkle over the “i” expresses light, brilliance and the brand’s connection to jewellery.
Prestige without distance.
Jewellery and bags are treated as parts of the same wardrobe rather than separate product lines. Colour, styling and cropping create a consistent rhythm that feels aspirational without becoming inaccessible.
The art direction pairs sculptural products with poised, warm portraiture. Gold hardware, rich greens and soft neutrals keep each image recognisably within the Luxmirae world.
The identity gives Luxmirae a consistent expression of modern prestige: distinctive enough for campaign and retail environments, restrained enough for the product, and flexible across both jewellery and bags.