Branding
Nena
Client
Nena
Services
Brand Identity
About the Project
Nena is a handcrafted jewelry brand celebrating Mesoamerican heritage through contemporary design, requiring a brand identity that integrates cultural influences while speaking to modern luxury seekers. The brand is rooted on the insight that true heirlooms are made, not inherited.
The visual identity features organic typography, an earthy yet elevated color palette, and imagery celebrating skin, material, and intimate moments of adornment. Overall, the identity establishes Nena as a distinctive voice in artisan jewelry, creating space for small-batch pieces that carry cultural weight and personal significance.
Our Approach
The core challenge for Nena was preserving the integrity of Mesoamerican artistry while creating relevance for today's luxury market. Research revealed customers seeking more than beautiful objects, they wanted pieces that connected personal identity to something familiar and timeless. This insight shaped a strategy that positions Nena as a keeper of traditions, creating wearable art that transforms craft techniques into modern expressions.
The Solution
The visual system balances cultural references with contemporary aesthetics at every touchpoint. The wordmark reflects ancient traditions through a lens that feels current and organic. We created messaging frameworks that speak to legacy, established photography direction capturing jewelry as ritual, and built a modular brand system supporting everything from pop-up markets to digital storytelling.
The Outcome
The identity establishes Nena as a memorable force in artisan jewelry, standing out through cultural richness and careful, intentional making. Whether at a market table or on a screen, the system stays true to its handcrafted roots while adapting beautifully across touchpoints. More than visual consistency, the work gives Nena language to talk about lineage with warmth and openness, inviting people into these time-honored practices and fostering real relationships between what's made and who wears it.
Credits
Typefaces — BDO Grotesk