Fyne

A lab-grown diamond jewellery brand’s identity, recut.

Four years after launching Fyne Jewellery, a brand reimagining luxury through sustainability, they sought a creative partner to pull their identity in a more elevated direction. We undertook a comprehensive rebrand that would strategically position Fyne to reach a new audience, while retaining appeal to their loyal clientele. By translating a focus on essentialism and versatility into a distinctive visual identity, we set them for long-term success in an evolving space.

Live Site

Creative Direction

Our collaboration with Fyne saw us develop a visual identity that would better convey their core values. We translated founder Aya’s emphasis on simplicity and versatility into a pared-back design language that centred around typographic clarity and visual consistency, allowing Fyne’s ethos to take centre stage. A custom wordmark was crafted to echo the understated yet refined approach that defines Fyne’s everyday jewellery.

Sustainable Systems

The elevated creative direction extended into the packaging and print assets, where we introduced a tactile play between ivory and khaki tones, accented with a subtle blind emboss treatment that underscores the brand’s minimalist philosophy. The environmental responsibility that defines Fyne’s practice was integrated throughout, from the use of FSC-certified papers to the selection of sustainable packaging materials.

Aya Ahmed
Founder

“Both partners of the Studio took the time to understand my brand values and vision, and communicated their designs and ideas thoroughly. You can tell they take on projects that they are passionate about and believe in, and as a result the outcome exceeded my expectations. If you’re looking for a design studio with experience, an in-depth approach, and high calibre results, I would highly recommend MAISON 024.”