LEWAY

Using very minimalist, sophisticated branding to contrast the organic forms of the product, this project brought  together ideas and design movements from my preliminary work to create a jewellery brand. The sea is a central theme for my designs and the brand at large. The brand name Leway stems from the word for the angle a vessel will travel over water in relation to where it is pointing due to the wind  hitting its side. The diagram of this is embodied in the w of the logo. My branding uses a lot of angular and minimalist designs with formal fonts such as Helvetica and Raleway to galvanize the rebellious, informal nature of surfing and watersports with my bespoke designs. The packaging embodies that with the ring display that comes in the form of a pyramid to bring attention to the curves and shapes of the jewellery. The products are modelled to pull coral forms out of simple bands to create unique and eye catching rings.

View the website I made for it here.