Branding
Nena
Client
Nena
Services
Brand Identity
About the Project
Nena is a handcrafted jewelry brand celebrating Mesoamerican heritage through contemporary jewelry design, requiring a complete brand identity that honors cultural influences while speaking to modern luxury seekers. The brand centers on the insight that true heirlooms are made, not inherited.
The visual identity features organic typography, an earthy yet elevated color palette grounding luxury in natural beauty, 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
Nena faced the challenge of translating deep cultural roots into a contemporary luxury experience without losing authenticity. Through discovery and positioning work, we learned that customers were drawn to jewelry that carried meaning beyond aesthetics, 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 identity reflects the duality of ancient influences with modern fluidity at every touchpoint. We developed messaging that speaks to heritage without the nostalgia, created photography direction celebrating the intimacy of adornment, and established a flexible visual system that works across small-batch product launches and seasonal collections.
The Outcome
The identity gives Nena a powerful presence in the artisan jewelry landscape, distinguishing the brand through cultural depth and intentional craft. The cohesive system adapts seamlessly from market events to digital platforms while preserving the intimate, handmade essence. Beyond visual consistency, the work establishes Nena's voice as one that uplifts lineage while inviting a new generation to participate in these sacred adornment practices, creating lasting connections between maker and wearer.
Credits
Typefaces — BDO Grotesk