Redefining handmade designer jewellery packaging

Najo jewellery brand packaging

Embracing heritage and reflecting design elegance. Truly Deeply helps bring NAJO designer jewellery to life, developing a rich and engaging brand story and showcasing the true and authentic elegance of the brand.

Background
NAJO is a handmade designer jewellery brand, based in Sydney. Inspired by the spirit of Mexico’s silver jewellery, NAJO has been setting a new benchmark in the category with exquisite, quality, silver jewellery that fuses unconventionality with a timeless appeal for more than 25 years.

Challenge
NAJO has a strong 25-year heritage and a band of loyal fans, but the way they presented themselves to market was underselling the design elegance and craftsmanship of the product. They needed to realign their brand to project a bold, sophisticated and culturally rich image to their audiences.

Najo Brand Image

Insight
Sophisticated and bold, NAJO’s exceptional pieces reflect the rich mosaic of life, culture, arts, fashion and history of many different continents and cultures.

NAJO believe in individualism and the joy in expressing who you are and how you feel. Constantly evolving its collections, NAJO is dedicated to creating works of art that will weave their way into your consciousness and remain part of your style story forever.

“We saw an opportunity to more effectively express the true essence of NAJO, and to position the brand in their rightful place in the hearts and minds of the market,” says David Ansett, Founder and Chief Creator of Brands at Truly Deeply.

NAJO_WEB_Still_Life_007_-_Mexicana_Landscape

Design Solution
The brand identity design is based around an ellipsis symbol, which embraces NAJO’s heritage and reflects their design philosophy of creating new narratives for their customers. Through the photography style, stories that inspire each collection play out in evocative film-like scenes expressing different moments in the Mexican culture while still maintaining a contemporary feel. Personal stories manifest when the consumer engages with the packaging, which follows the form of a book, encouraging the owner to create their own stories and memories.

Results
The new brand was launched along with their latest collection, Fiesta, at the Reed Gift Fair in Melbourne, providing Australian retailers a glimpse of NAJO’s new image.

“For some 25 years NAJO has been known for its innovation and finesse in jewellery design, yet we never knew how to define and convey that in an articulate way. The Truly Deeply team understood our history and pinpointed our essence immediately. They gave us a story that has longevity and everything was designed according to that story. It was an extremely thoughtful process.” says Jo Tory, NAJO Founder.

“The results are outstanding. We now have a complete visual language and brand framework. We have an elegant brandmark, a beautiful colour palette, and a stunning pattern that has great identity, superb packaging and exceptional photographic imagery. Truly Deeply has underpinned our identity and has helped to elevate our brand to a very sophisticated level,” concluded Tory.

Najo jewellery brand packaging

Najo-Big-Box-Opened-with-Product Najo jewellery brand packaging

Najo Brand Book Spread

For more information on NAJO designer jewellery, visit najo.com.au

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