NAMING AND BRAND IDENTITY DESIGN
FOR THE ETHICAL JEWELLERY COMPANY
We were approached in 2016 with the mission to create the brand identity for a new, ethical jewellery project.
The client's goal was to radically transform the diamonds and jewellery sector by creating a virtuous company that would deal directly with all the known issues that have been plaguing the jewellery industry for decades.
Our approach was to treat virtuous jewellery as a by-product of consciousness. This is how we arrived at the name: SACET means "conscious" in Sanskrit.
Consciousness expresses itself in a jewellery brand through creativity:
- Conscious humans think beautiful thoughts.
- Their thoughts are the spark that enables them to create beauty.
- They project this beauty onto the world and onto themselves.
This is the reason why the Sacet icon is not a butterfly, but a butterfly's wings. The wings are the "jewellery" of the caterpillar when it has become a butterfly.
The Sacet woman is clever. She is happy. She is brave and naïve enough to know she can make a difference.
It is important to highlight, however, that she is all those things because of one core attribute: consciousness. Consciousness is, essentially, cleverhappybravenaïve-ness.
This is the rationale behind the 12 Sacet colours, which inform the brand's packaging and other delivery assets.