![[Montfrio] - Banner Mobile.png](https://static.wixstatic.com/media/396603_477e49fd04b64a1c953d464412b5174f~mv2.png/v1/fill/w_100,h_100,al_c,q_85,usm_0.33_1.00_0.00,enc_auto/%5BMontfrio%5D%20-%20Banner%20Mobile.png)
ANTONIU'S JOIAS
Jewelry Store
Keys: Redesign, Salvador, Luxury, Shop
With over 40 years of experience in the market, Antoniu's Joias is a unique jewelry store, in view of the extensive competition existing in its market segment. The company has two stores in the main shopping centers in the capital Salvador, with a captive clientele, combined in several years of personalized service. In contrast to the company's economic potential, its old visual identity presented problems in terms of aesthetic refinement, as well as in the transmission of concepts of refinement and luxury compared to the brands of its competitors, featured in internationally renowned companies.
![[Antonius Site] - Logo Antiga.png](https://static.wixstatic.com/media/396603_43647d2ecf1d46248b599b2d31eb603f~mv2.png/v1/crop/x_0,y_1,w_650,h_399/fill/w_652,h_400,al_c,lg_1,q_85,usm_0.33_1.00_0.00,enc_auto/%5BAntonius%20Site%5D%20-%20Logo%20Antiga.png)
Redesign
In the first moments of the interview process, one element was consistently emphasized by its owners: the family aspect. The group of relatives who run the business is the same group that founded it over 40 years ago, being one of the few examples of success in the face of the region's ferocious jewelry market, the only remaining local trade from that period. These characteristics start to list a strong feeling of tradition in the company's dynamics, a central element to be explored in the development of the new visual identity.
In the development of the sign, research was carried out on elements of heraldry, the ancient art of designing coat of arms or shields, developed in Europe since the Middle Ages. This historical segment has total connection with the company's market segment, mainly its characteristics of family tradition, since most heraldic productions started to portray family shields and crests. Some elements such as bandages, ornaments, coats of arms and monograms are present in the sign, each having direct links with the traditionalist concepts present in the identity.
![[Antonius] - Construção.png](https://static.wixstatic.com/media/396603_e5a00bde1d844843832b8e8e0cba23dc~mv2.png/v1/crop/x_0,y_12,w_1000,h_640/fill/w_900,h_576,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D%20-%20Constru%C3%A7%C3%A3o.png)
Following the development of the signal, an exclusive pattern was created. The arabesques present in this element complement the conceptual background of the project and also break part of the paradigm of brands in the jewelry market, often composed only by austere logos and without accompanying graphic elements.
![[Antonius] - Construção Padrão.png](https://static.wixstatic.com/media/396603_3e809c03574d4a5f99cec9c80a829dd5~mv2.png/v1/crop/x_0,y_10,w_1000,h_643/fill/w_900,h_579,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D%20-%20Constru%C3%A7%C3%A3o%20Padr%C3%A3o.png)
Another bold change applied to the brand was the choice of its new color palette. With the saturation of brands and applications in the jewelry market in shades of black and gray, the idea of adopting the color blue was to promote the company's differentiation from its competitors. In addition, even within historical concepts, blue has always been linked to representations of noble and traditional families, having a strong connection with the concepts addressed in the company's sign. The logo complements the conceptual landscape of the project, in addition to allowing two signature versions for the brand, making its applications more flexible.
Stationery
The company's stationery items started to incorporate the main concepts determined by Antoniu's Joias visual identity. In all parts there is the presence of the pattern previously developed, providing a luxurious and refined aesthetic for the brand, in addition to being very different from the applications of other companies in the same market segment.
![[Antonius]_-_Mockup_Cartão.png](https://static.wixstatic.com/media/396603_096fbba6831b492e8b2f77fd30d99f45~mv2.png/v1/crop/x_0,y_17,w_1000,h_651/fill/w_931,h_606,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D_-_Mockup_Cart%C3%83%C2%A3o.png)
![[Antonius] - Mockup C4.png](https://static.wixstatic.com/media/396603_76231c22635046cfa4d47fade0feb932~mv2.png/v1/crop/x_0,y_16,w_1000,h_762/fill/w_795,h_606,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D%20-%20Mockup%20C4.png)
![[Antonius] - Mockup Timbrado e RPC.png](https://static.wixstatic.com/media/396603_1c71aae4d40b4b2396d3f569e10e89a5~mv2.png/v1/fill/w_1045,h_606,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D%20-%20Mockup%20Timbrado%20e%20%20RPC.png)
Packaging
One of the most important applications of identity, as it promotes passive disclosure when transported by the customer, packaging in the jewelry segment needs to balance part of its functions to obtain a good result. Due to the distinction and delicacy of the marketed product, it is essential that your visual identity does not attract more attention than the content it carries, but, at the same time, it is important that there is an identification of the company in the application, as your investment needs to exert some return on the part of brand disclosure.
![[Antonius] - Presente 2.png](https://static.wixstatic.com/media/396603_3dd145f7d625421c9e06ea1930d8765e~mv2.png/v1/fill/w_825,h_512,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D%20-%20Presente%202.png)
![[Antonius] - Presente.png](https://static.wixstatic.com/media/396603_fe638d0882b641f691394eb63f105ab9~mv2.png/v1/fill/w_825,h_512,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D%20-%20Presente.png)
![[Antonius] - Caixinha.png](https://static.wixstatic.com/media/396603_9b70ce8d53c94d38892c854cf56179fd~mv2.png/v1/fill/w_867,h_545,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D%20-%20Caixinha.png)
Advertising
With the advent of the new visual identity, it is important to prepare the ground for the future migration process of the brand. In this stage, some pieces were developed to publicize the company's new brand, with a main focus on advertising pieces. In the case of a company in the luxury segment, it is essential to choose the type of publication to be developed and the place where it will be linked, this concern comes to preserve the brand identity and promote an efficient approach with its target audience.
![[Antonius] - Propaganda.png](https://static.wixstatic.com/media/396603_7536c8966f8e40b4b97b6fe2657ca427~mv2.png/v1/fill/w_868,h_586,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D%20-%20Propaganda.png)
![[Antonius] - Propaganda Onibus.png](https://static.wixstatic.com/media/396603_c91e2e40568f48c9ad45bbb74c9bf8f5~mv2.png/v1/crop/x_0,y_43,w_1200,h_923/fill/w_868,h_668,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D%20-%20Propaganda%20Onibus.png)
The pieces developed have characteristics of refinement and distinction expected for a piece in this market niche. The concept contradicts the adoption of a standard for brand signatures and institutional information, as well as the use of the same treatment for images with models using jewelry marketed by the company. The purpose behind this is to promote uniformity between applications and use them as a parameter for future developments in communication.
Branding Book
![[Antonius]_-_Simulação_Manual_de_Ident](https://static.wixstatic.com/media/396603_39575c8991894f5b98c06124e960e0c3~mv2.png/v1/fill/w_662,h_875,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/%5BAntonius%5D_-_Simula%C3%83%C2%A7%C3%83%C2%A3o_Manual_de_Ident.png)
Closing the project cycle, the Antoniu's Joias visual identity manual was developed. With more than 100 pages, the publication aims to serve as a guide for the company's future applications. The editorial presents in its structure norms and technical specifications essential for the correct preservation of the brand properties, in order to facilitate its correct propagation, application, identification and memorization.