999 brands luxury jewellery store Mawi

999 Design has created the branding for the first standalone store of Mawi, an east London-based luxury jewellery brand.

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The consultancy was appointed for the project in autumn 2010 without a pitch, following recommendations from other clients.

It created a new identity for Mawi, which will be seen in the Shoreditch store, on packaging and on printed collateral.

Aileen Geraghty, 999 managing director, says, ‘It’s such a creative product – every piece is a statement itself, so we had to create a distinctive marque that would sit well with both the heritage range and the contemporary side.’

She adds, ‘We didn’t want anything too fussy that distracted from the pieces themselves.’

The consultancy says the logo uses a hand-drawn font, ‘based on a classic identity with crafted contemporary lines.’ The packaging features foil varnishes and matt and silk ribbons to ‘complement the luxury, high-quality product’, according to 999.

Mawi founder Mawi Keivom adds, ‘Although we take things forward and make it contemporary, we’ve always been based on tradition. We needed branding that is simple, classic and won’t date.’

Mawi’s store, which has been designed in-house, opens on 9 April. 999 says it is currently working on sub-brand identities for Mawi, launching later this year.

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