Casi Studio Aurelia Software

Aurelia Software: Brand Identity for a Jewellery Management Platform

A complete brand identity project for a management platform dedicated to the luxury jewellery sector. The goal was to create a visual identity communicating precision, reliability, and sophistication while maintaining a modern, tech-forward approach.

Brand Identity Logo Brand Book Mockup Luxury Tech

The Challenge

A new management platform for high-end jewellery retailers needed a visual identity capable of speaking to luxury retailers across Europe. The brand had to convey precision, trust, and sophistication, while remaining modern and technology-oriented.

The main challenge: standing out in a market where management software tends to have generic, forgettable identities — creating instead an image that reflects the value and exclusivity of the sector it serves.

The Solution

→ Logo Design: Geometric diamond icon built on a precise mathematical grid, paired with a bold sans-serif wordmark. The faceted gem symbolizes both the jewellery sector and the software's precision.

→ Colour System: Deep teal (#3D7A85) as the primary colour — sophisticated and distinctive, avoiding generic tech blues. Supported by neutral whites and charcoal greys.

→ Typography: Poppins as the brand font — geometric and rounded for headings, structured and bold for the wordmark, balancing accessibility and authority.

→ Visual Language: Organic, fluid wave shapes contrasting with the angular logo, creating a layered, dynamic brand aesthetic. Multiple logo variants for square, rounded, and circular formats.

→ Complete Brand Book: 14 pages of comprehensive guidelines covering logo usage, colour specifications, typographic rules, spacing systems, and application examples on stationery, email signatures, and mockups.