Oerum is a mission-driven company with an ambition to make sustainable jewellery the new normal. This project’s aim was to define a transformational vision to pave the way for Oerum’s future. We developed a visual language to communicate with precision and cultivate desire; Resulting in a cult-like devotion to the brand.
Jewellery has always been an important part of human cultures, much more than an ornament for special occasions. Early jewellery often consisted of found materials, such as shells, wood, stones, feathers and other natural items, but many of those pieces had significant meaning behind them. We used this as inspiration from concept to campaign shoot for a brand rooted in nature.
Timeless by nature and timeless by design, the jewellery is not seasonal but made to last a lifetime. From recycled gold to the eco-friendly packaging made from biodegradable materials, every touchpoint is faithful to a sustainable view of life.
We began the project at the source, with a trip to the atelier to watch as the gold was forged – helping us to understand the origins and develop a brand experience they could fulfil. Each piece is made to order by hand, the process takes around 8 weeks, so we designed an interim piece of brand collateral to enhance the customer’s experience, taking them on the journey of its creation.
The jewellery has been crafted from carefully sourced materials that were once given to us by nature over an immense amount of time. Gold is a rare and precious metal that will forever hold its worth and value no matter how many times it is melted down and reused. Gold mined 100 years ago is the same as gold mined today. They use recycled gold so doesn’t unnecessarily contribute towards the social and environmental impacts of mining. The focus is on purity, authenticity, and the reinterpretation of wearable luxury pieces.
We found harmony between an elegant brand experience and the authenticity of regional Cordoba where the Gold is forged. Handmade in the heart of Spain by skilled artisans. Creating desire around the personal ornaments that decorate your body and symbolize life’s most important bonds. A testament to live in your element: today, tomorrow and beyond.
Artboard 27 (1)
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Gold has played a unique role in humanity. Transposing declarations of love, recognition and appreciation into the eternity of jewellery. Each piece narrating a moment of happiness, individuality, or love to galvanise the artistic and spiritual life of its wearers. A rich narrative of natural elements is communicated through romantic, intimate photography. Capturing purity, authenticity and the connection in everlasting bonds.
‘Love is a symbol of eternity. It wipes out all sense of time, destroying all memory of a beginning and all fear of an end’
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‘Beauty is the only thing that time cannot harm. Philosophies fall away like sand, creeds follow one another, but what is beautiful is a joy for all seasons, a possession for all eternity.’
As a human on this planet we all have bonds, things that tie us to something or someone – Oerum represents the idea of everlasting bonds. We art directed a duo-model shoot that creates desire around the personal ornaments that decorate your body and symbolise lifes most important bonds.
This concept required branding that could translate the marriage between sustainability and luxury, appearing elegant and chic whilst balancing an unearthed, natural aesthetic. Classic typographic elements come together to form contemporary compositions, communicating a fresh vision for jewellery.
We developed a circular motion to be used across digital comms. A circle is a universal symbol with extensive meaning. Representing notions of totality, wholeness, originality, the self, the infinite, eternity, timelessness, all cyclic movement. Love is a symbol of eternity. It wipes out all sense of time, destroying all memory of a beginning and all fear of an end; depicting a synergy between process, nature and human bonds.
We created a unique solution that balances traditional eCommerce functionality with a number of bespoke features with the goal of blurring the lines between storytelling and commerce. Firstly, we developed a system for adding products to any page or journal entry with ease, allowing Oerum to effortlessly turn their wedding interviews into shoppable case studies. We also developed a unique Wishlisting feature which automatically syncs shoppers favourite items across browsers and devices
Élu is a contemporary perfume house, creating scents with heart and integrity. Their family-owned fragrance house has been creating parfums since 1779 and continues to embody the savoir-faire passed down for generations. A life-long love affair with the French Riviera has inspired the brand’s thoughtful collection of fragrances. The debut scent Provence encapsulates the feeling