BE CREATIVE. BE UNIQUE. BE YOUR BRAND.
A gothic brand goes luxury and playful through handmade jewelry, where every piece is a bold statement of fashion
THE CLIENT
THE BRIEF
THE PROJECT
LOCATION: CALIFORNIA, US
INDUSTRY: JEWELRY & CRAFTS
Required a bold, cohesive visual identity to reflect its edgy, alternative spirit and attract customers seeking unique, handcrafted statement jewelry. Needed to feel rebellious and artistic while incorporating Baroque elements to elevate the brand beyond the “cheap” associations often tied to handmade products.
- LOGO DESIGN
- BRAND IDENTITY
- PACKAGING DESIGN
- CONTENT CREATION
- MERCHANDISE
01 | Laying the Foundation Stage
Moodboard
Moodboard for Crafty Skull Design’s logo creation, identity brand, and packaging design
Requirements: galaxy and modern baroque aesthetic
Mood/Tone: The style should be edgy, unconventional, and bold, with a focus on handcrafted details and unique textures. The color palette should be dark and moody, with pops of vibrant colors to add contrast.
WHY A MOODBOARD?
Moodboards help me center that visual energy and inspiration in one place, guiding the creative direction of the entire project. Research can get overwhelming until something like this is created for quick access.
02 | Unleashing the Creative Chaos Stage
Sketching
1st Sketch: Exploring the theme of stars and galaxies inspired a more creative, sketch-like approach to the logo. The brand needed to feel brutalist, gothic, and artistic which ended up leading to the fusion of a star and a skull shape.
2nd Sketch: The skull couldn’t be generic, so it reflects the brand’s personality and connects back to its creator. I experimented with cat-like eyes, brush strokes, and other details to get the expression just right.
3rd Sketch: The subtle shape changes could completely transform the look and feel of a skull. I played with different skull forms, backgrounds, and eye details until I landed on the perfect design. Can you spot the final choice?
03 | From Chaos to Clarity Stage
Ideation
The brand values individuality, creativity, and authenticity for its alternative clientele.
Target Audience: People who are drawn to alternative fashion and culture. They are looking for unique, handmade jewelry that reflects their individuality and personal style.
Brand Personality: Edgy, rebellious, and unconventional.
WHY SHARE THE "UGLY" DRAFTS OF THE PROCESS?
Design is a process of exploration, not instant perfection.
Each draft is a different way of solving a visual problem I worked through. These early stages leave more room for creativity and refinement, making sure the final design is not just visually appealing but intentional and strategic. And believe it or not, these are only a handful of selected drafts (the countless others have been buried deep in my files).
04 | The Grand Reveal Stage
Bringing Concepts to Life
Brutalist, artistic strokes remained central to the brand, with the skull logo developed through expressive brushwork and unique textures to capture its edgy yet captivating personality. Every detail, from the bold logo to dark, moody packaging with vibrant accents, was crafted to resonate with alternative fashion lovers seeking individuality and statement pieces. This brand wasn’t about staying simple or minimalistic; it was about being edgy and imperfect, embracing the rawness of handmade style.
The Breakdown
BONUS STAGE: Behind the Scenes of the Design
WHY SHOWCASE THIS ON THE WEBSITE?
The difference between me and AI (aside from my great style) is that every decision I make has a reason behind it, rooted in research, experience, and an understanding of how each choice reflects the brand, even in the hidden little details. Here’s a glimpse behind the scenes of what that looks like.
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