The Brand Identity

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Homework draws on both Middle Eastern and Nordic culture for ELHANATI’s jewellery packaging

ELHANATI’s jewellery is organic in form, inspired by Middle Eastern culture, nature and Nordic lightness. Founder Orit Elhanati grew up in Tel Aviv, where memories of her grandmother and friends sipping tea, while clad in gold rings and necklaces helped to shape her aesthetic philosophy. Her designs, which are crafted from sustainable precious stones and recycled gold, are both raw and structural in form.

Upon launching her brand, Orit commissioned Copenhagen-based studio Homework to create its visual identity, outlining in the brief that it should reflect the handcrafted and timeless nature of her designs. For the logotype, they chose Albertus MT Regular for its similar traits to Middle Eastern typography, but “simplifed the serifs to make them less sharp and pointy” and “narrowed the letters for a more condensed, sophisticated and modern look”.

Homework developed a generic box to house every type of jewellery in the ELHANATI collection – from earrings to bracelets – creating unity between products and controlling costs at the same time. The design itself aims to complement the jewellery, allowing each piece to take centre stage. On incorporating Orit’s Middle Eastern and Nordic influences, Homework kept them subtle, explaining that they chose a textured paper stock “to give an organic and raw feeling”. The logotype is repeated twice on the boxes: once as an oversized blind-embossed wrap and once as a contrasting gold foiled stamp, with the colour chosen to “discreetly complement the raw materials of the jewellery”.

The packaging is captured through a series of still life images, which intend to “elevate the design and storytelling even further”. Homework details that “the selected plants and compositions add a raw, fragile and elegant look to the images while expressing personality.” Concluding that “it’s a sophisticated combination of modern and timeless – just like the jewellery”.

Typeface: Custom version of Albertus by Berthold Wolpe
Photography: Nicklas Højlund

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