Anna Gordeychuk’s minimalist identity for NOEL is a simple homage to the tiara’s geometric form
When you hear the term ‘hair accessories,’ it’s easy to fall into gendered stereotypes of sparkly hair clips, fluffy pompoms and bright bows. Fashion brand NOEL, however, is reinventing this field with a modern interpretation of a classic accessory; the tiara. With a stark and minimalist design direction, designer Anna Gordeychuk has created the accompanying identity system for the product that – like the NOEL tiara – is undeniably clean, simple and stylish. “NOEL is a simple hair accessory brand,” she explains, “so the minimalist approach to the identity was suitable due to the geometric form of headbands. Therefore, the identity does not scream out but highlights the product instead.”
The base of the identity is a simple and clean form that refers to the curved shape of the tiara. The main visual element of the packaging – presented in Roman Gornitsky’s Gramatika Bold – is the personal message ‘Your [changing word] Tiara Inside.’ Explaining the thinking behind her choice, “it is a modern yet charismatic grotesque based on Helvetica,” Gordeychuk explains. “Gramatika helps the brand to look contemporary and creates good contrast with an elegant, thin graphic element. That’s how we convey product uniqueness – a classic accessory for modern women.” The accessory itself, a simple geometric tiara, was named as such to suggest ‘every woman should be treated like a queen.’ The royal red accent colour, therefore, expresses that attitude. “Red carpet, red velvet tiara box – this colour creates the feeling of exclusivity that NOEL wants to give to its customers,” the designer concludes.