Work
Year
Year
2025
2025
Client
Client
Solvexa
Solvexa
Worn once. Remembered forever.
Duration
Duration
5 months
5 months
Location
Location
Antwerp, BE
Antwerp, BE
Industry
Industry
Jewellery & Luxury
Jewellery & Luxury
Deliverables
Deliverables
Brand identity, logo design, art direction, photography direction, campaign creative, and brand guidelines.
Brand identity, logo design, art direction, photography direction, campaign creative, and brand guidelines.
Solvexa is a fine jewellery brand built around the belief that a ring should tell a story before it is ever explained. What started as a bespoke commission service for botanical-inspired pieces grew into a full brand identity — intimate, precise and designed for the moment when something worn becomes something remembered.
Solvexa is a fine jewellery brand built around the belief that a ring should tell a story before it is ever explained. What started as a bespoke commission service for botanical-inspired pieces grew into a full brand identity — intimate, precise and designed for the moment when something worn becomes something remembered.
Designing a Fine Jewellery Identity That Treats the Hand as the Most Important Canvas
Designing a Fine Jewellery Identity That Treats the Hand as the Most Important Canvas
Solvexa was built around a very specific kind of jewellery — botanical, layered and made to be worn together rather than alone. The stacked ring composition, with its floral diamond cluster sitting above a delicate rose gold band, demanded an identity that matched its intricacy without overwhelming it. The brief was to create a brand that disappeared into the background of its own product. The jewellery needed to be the loudest thing in every frame. The identity existed to give it context, credibility and a world to live in — never to compete with it.
Solvexa was built around a very specific kind of jewellery — botanical, layered and made to be worn together rather than alone. The stacked ring composition, with its floral diamond cluster sitting above a delicate rose gold band, demanded an identity that matched its intricacy without overwhelming it. The brief was to create a brand that disappeared into the background of its own product. The jewellery needed to be the loudest thing in every frame. The identity existed to give it context, credibility and a world to live in — never to compete with it.
The brand mark — two bold diagonal forms interlocking in a square frame — introduces a deliberate tension between the geometric and the organic. It is modern and structured where the jewellery is flowing and botanical, creating a contrast that positions Solvexa as a brand that bridges craft heritage and contemporary design sensibility. The wordmark was set wide and clean, with enough weight to anchor a full-bleed close-up photograph without fighting the warmth of rose gold and the scatter of diamond light. White on skin reads as intimate rather than clinical — a choice that keeps the brand in the register of feeling rather than specification.
The brand mark — two bold diagonal forms interlocking in a square frame — introduces a deliberate tension between the geometric and the organic. It is modern and structured where the jewellery is flowing and botanical, creating a contrast that positions Solvexa as a brand that bridges craft heritage and contemporary design sensibility. The wordmark was set wide and clean, with enough weight to anchor a full-bleed close-up photograph without fighting the warmth of rose gold and the scatter of diamond light. White on skin reads as intimate rather than clinical — a choice that keeps the brand in the register of feeling rather than specification.
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Feedback
"Every jeweller photographs their pieces the same way. We wanted to photograph the feeling of wearing them instead. The team understood that completely and built a visual world around it. The close-up campaign image has become the most shared thing we have ever made — customers send it to partners as a hint. That was never part of the brief, but it is everything the brand needed to be."
Lena Vermeer
Founder, Solvexa
"Every jeweller photographs their pieces the same way. We wanted to photograph the feeling of wearing them instead. The team understood that completely and built a visual world around it. The close-up campaign image has become the most shared thing we have ever made — customers send it to partners as a hint. That was never part of the brief, but it is everything the brand needed to be."
Lena Vermeer
Founder, Solvexa
•
Feedback
"Every jeweller photographs their pieces the same way. We wanted to photograph the feeling of wearing them instead. The team understood that completely and built a visual world around it. The close-up campaign image has become the most shared thing we have ever made — customers send it to partners as a hint. That was never part of the brief, but it is everything the brand needed to be."
Lena Vermeer
Founder, Solvexa
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