©
2022
Modern design with a touch of meaning.
Lilly needed a brand identity that blended youthful elegance with the expressive energy of natural crystals.
Lilly was created for women who see accessories as more than details — they are symbols of personality, emotion and self-expression. The brand offers modern semijoias and natural crystals, combining color, meaning and contemporary design. The new identity needed to reflect this duality: youthful yet refined, creative yet timeless. We developed a visual language shaped by fluid typography, soft color transitions and the natural texture of amethyst, creating a brand presence that feels authentic, luminous and full of character.
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THE CHALLENGE
Lilly needed an identity that communicated modern creativity without losing sophistication.
The accessories market is visually saturated, making it difficult for emerging brands to stand out. Lilly’s challenge was to differentiate itself through personality — not only through its products but through its connection to meaning, color and personal style. The identity had to appeal to digital-first consumers who value authenticity, trends and a polished aesthetic. The goal was to build a brand that felt unique, expressive and visually memorable from the very first glance.
THE SOLUTION
We designed a delicate yet distinctive identity built on custom typography, soft gradients and crystal-inspired texture.
The logo combines serif structure, clean lines and subtle handwritten curves, resulting in a signature wordmark that feels modern and expressive. The color palette embraces amethyst tones — vibrant, feminine and slightly mystical — while gradients add depth and elegance. The amethyst texture reinforces the brand’s connection to natural crystals, creating a recognizable and emotional visual atmosphere. The final identity balances clarity with personality, giving Lilly a refined yet youthful presence across all touchpoints.
THE PROCESS
Brand positioning, visual identity, typography system, color palette and brand guidelines developed over 6 weeks.
Our process began by mapping the brand’s emotional territory: authenticity, youthfulness and meaning. From there, we crafted a custom typographic solution that reflects fluidity and sophistication. We refined a color universe inspired by crystal luminosity and built a modular texture system that elevates packaging, social media and printed materials. The identity was designed to scale effortlessly across digital platforms, allowing Lilly to stand out in a highly visual e-commerce environment.
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