Luzeta is a high end jewelry brand inspired on emotional connections, specifically the founder’s with her grandmother, for whom the business takes its name after. She wished to exalt the sentimental value behind every piece of jewelry and its power of bringing back cherished moments of your life.

The brand identity was inspired by an African Tribe myth believing stars are the storybooks of people; every human soul comes from a star to which one returns to after death, making the star shine again. The visual language was designed to communicate the founder’s sentiments for her passed grandmother, thus positioning her as the inspiration behind her business, adding a deep emotional value to every piece of jewelry.

Knowing the importance of conveying the high quality and elegance of the pieces, the identity relies on a minimalist yet refined graphic image to transmit the mythical story behind Luzeta. To further emphasize the story behind the brand, a typeface inspired by the precise yet imperfect nature of time, was used for the logotype.