JEWELRY WORKSHOPS
Les Ateliers Bjoux (LAB) is an exclusive brand that designs for prestigious fashion houses. Their innovation, LAB works with a wide range of materials, from precious metals to more unconventional elements, ensuring that each piece of jewelry is unique and sophisticated. Their dedication to quality is clearly visible. Combining artistic vision with technical expertise, LAB creates jewelry that not only complements luxury fashion, but also acts as an expression of timeless elegance.
COLLABORATION WITH LAB
We will design a modern jewelry collection for LAB with a focus on innovation and sustainable materials. The collection will consist of ten pieces of jewelry, inspired by heritage and nature, with at least five produced as prototypes. The assignment also includes branding, packaging, and visualization in a lookbook, with a focus on storytelling and target audience appeal.
EMPATHIZE PHASE
We have prepared a brand brief to gain a deeper understanding of the company. In this process, we have analyzed the company's vision, mission, competitors, target audience, products and other core elements. To gain a clearer understanding of what their competitors are doing and what strengths the company itself possesses, we have prepared a spidergram. In addition, we have used a SWOT model to identify what the company does well and which areas can be improved. This approach gave us a solid foundation with the opportunity to develop strategies that can further strengthen the company.
DEFINE THE PHASE
During the Define phase, we identified our target audience through three drafts, leading to the persona of Nathalie: a busy career woman in New York looking for minimalist, contrasting jewelry that evokes childhood nostalgia. We developed design drivers that were followed throughout the process, as well as a Point of View (POV) for Nathalie. In addition, we formulated a How Might We (HMW) question to generate creative solutions to the identified challenges. This approach ensures that our design meets Nathalie’s needs and increases our market relevance.
HMW
HOW CAN WE DESIGN AN ELEGANT JEWELRY PIECE THAT, THROUGH A MINIMALISTIC AND CONTRAST-FILLED DESIGN, WITH A FOCUS ON NATURE, GIVES NATHALIE A SENSE OF EMPOWERMENT IN HER BUSY EVERYDAY LIFE AND AT THE SAME TIME REMINDS HER OF HER ORIGIN?
IDEATE
During the Ideate phase, we developed our design through several steps. We started by presenting 20 individual 2D sketches, which led to an extensive evaluation and further development of our ideas. We then created 3D sketches to better understand the size and shape of our designs, which helped us visualize and optimize their expression. In the material selection, we considered ceramic and aluminum, but chose titanium because of its many advantages: it allows for precise and detailed designs, can be recycled 100% without losing its original strength and quality, offers a wide range of colors and is castable, making it ideal for jewelry production. These properties make titanium an ideal material for our jewelry designs.
2D SKIS
← CLIK HERE
PROTOTYPES
During the prototype phase, we started creating our designs in Rhino, which gave us a realistic feel for how they would look in real life. We developed ten different designs, which can be seen below in Rhino.
THE FINAL RESULT
POSTER AND PACKAGING
LOOKBOOK
PRESENTATION DAY
December 20, 2024
Les Ateliers Bijoux from Germany came and saw our collection.
