Pure Mettle Jewellery creates bold, sculptural jewellery inspired by architecture. Brand owner Sam felt the brand had outgrown it's existing branding as it no longer represented the brand. Sam was looking for a new visual identity that resonated with her audience and felt more professional but without loosing her brand personality.

I created a powerful, bold and monolithic identity with a modern but 80s inspired twist. The new identity is designed to make the wearer feel powerful and help better identify the brand as something out of the ordinary.