This personal project is about a jewelry shop. Prima in Italian is translated as “The First”. The logotype and the overall brand identity uses the letter i as a reference to the ancient roman numerals - more precisely the number one. The number 1 on the packaging is used not only for the Prima’s overall look and feel, but it’s corresponding to the material used inside of it. The products of Prima are made out of rose gold, platinum or white gold. The color of the symbol is changed accordingly to the type of precious metal inside every case.

The color of the packaging varies from bright to dark blue, depending on the weight of the jewelry inside. The identity is minimal and simple, directing the customer’s attention to the actual product and not to the case itself.

©2020