VEYRA JEWELRY
An NYC based jewelry brand bridging the divide between the city and nature.
CHALLENGE
Veyra Jewelry is an NYC based brand that aims to bridge the divide between nature and urban settings. They find beauty in a blade of grass peeking through a crack in the concrete, and moss growing over an abandoned building.
STRATEGY
As a jewelry brand, Veyra is challenged with the status quo, either being extremely sophisticated or extremely edgy. Veyra is neither of these, so creating the branding of the brand had to reflect a space not yet occupied.
IDENTITY
Veyra bridges the gap between both city life and nature, therefore the branding had to reflect the two, showcasing both settings to display their products, as well as utilizing more guerilla marketing to further push its ideals.
APPLICATION
With the use of online marketing, as well as guerilla marketing, the brand showcased flawlessly the duality of its brand, with the products themselves drawing inspiration from both and merging the two.
OUTCOME
Veyra Jewelry occupies a space that other jewelry brands do not. Sophisticated enough to be upscale and edgy enough to be unique. With their branding, they needed to evoke the same emotion as their products.
