graphic design companies London Untamd graphic artwork

Branding design agency London

Project Title
Untamd
Client
Untamd
Category
Concept

1/2

Question

Shaping the business plan

Hera Jewellery approached TYC with raw ambition; how to take their fledgling jewellery brand all the way to Carnaby Street and beyond? TYC embraced their enthusiasm to help them plot a course for success. We pushed their boundaries – challenging them to see things from different perspectives and consider new routes to market, new opportunities to explore and how to make their vision a reality.

With a key target audience but no jewellery designed yet, we needed to craft a strategy that aligned with the ultimate goal while staying true to their sustainable purpose. Upon researching the market, we noted that while there were countless transparent sustainable jewellery and bold empowering ones, there was none that did both.

“We took this branding to full bloom with a vibrant, collaged aesthetic – a medium which works perfectly for both eCommerce and bricks and mortar. The art direction allows the brand to showcase a range of diverse women as well as the elements of nature that have inspired each product.”

ABI TALBOT

Brand identity and naming

graphic design companies London Untamd Graphics packaging

graphic design companies London Untamd Graphics Colourways

graphic design companies London Untamd Graphics pattern

2/2

Change

Brand creation

We evolved the brand concept to not just support, but to embrace the wild – from nature, to confidence, to beauty. We positioned them in an untapped gap in the market: honouring their commitments to sustainability while also embracing their desire to make a statement. Empowering their target audience, we developed the concept into a wild and inclusive statement brand.

The research gave birth to the name, Untamd – a modern misspelt name with connotations of natural freedom and unrestricted individuality. Speaking to both nature and confidence, Untamd’s core belief is that ‘natural is beautiful’. It encourages people to find the joy in what feels natural, avoiding the trap of chasing perfection, and instead making beauty inclusive and untamed.

TYC then crafted a new brand identity. The repetition of the U shape across the long form logo leads to a strong brand mark that works well across all formats, from large to a tiny mark on the jewellery itself.

Colours were picked to have a vibrancy but also a nod towards nature and the environment, without presenting as overtly feminine and remaining inclusive for all. We also introduced a unique collage style of imagery to the brand, bridging the gap between environmental and the loudness we needed to make an impact in the market. The bolder colours and loud imagery was paired with a clean and flexible logo.