Moldavi — Traditional Jewelry

Moldavi is a jewelry and raw-stone company in Arequipa, Peru, seeking a friendly relationship with nature and its minerals. The challenge was to reposition the brand, formerly J.B Jewelry, with a new visual identity and a new direction.

Brand strategy and positioning, logo design, and brand identity.

New mission: “Renew the love and passion for the natural and traditional elements that are asleep.”

New vision: Moldavi believes that traditional materials and processes are dormant. It is there that the lost path of fashion leads toward the beauty of the earth’s secrets, a place to root the brand’s north.

The client felt the old brand lacked the values she wanted to convey, and that the old name was not the personality she wanted. The discovery process looked at local and global competition in order to fit the new brand and personality. In the naming proposal, Moldavi resonated above the other options. It is inspired by moldavite, a stone known for its mixture of minerals and its long history in handmade work. The name was meant to feel more human, and easier for customers to recognize.

The logo comes from a concept where human and nature go hand in hand. It is inspired by the silver thread used in making Moldavi’s jewelry, which also refers to the roots of nature and the absorption of minerals. The mark is how Moldavi leaves a trace in every decision.