XENA

Client Type

Beauty

Discipline

Brand Strategy & Visual Identity
Empower women to embrace their unique beauty and inner strength through authentic and high-quality jewelry inspired by a fusion of the rich cultural heritage of the Middle East and the Modern World.
There’s a misconception that empowerment is about outward arrogance. But true empowerment is a quiet, inner strength. It’s found in the everyday actions we take, driven by deep passion or unwavering determination.

Look at the artist lost in creation, or the parent working tirelessly for their children. These are acts of empowerment, not boasting. By recognizing this everyday strength, we can find inspiration everywhere and celebrate the resilience of those who face challenges with grit.
Inspired by the jewelry’s geometric foundation with a unique twist, we built a visual language from scratch. We started with two elemental shapes, the circle and diamond, and crafted a range of glyphs, each imbued with a distinct emotion. These glyphs blossomed into intricate patterns and became the foundation for our collection identifiers.

To further enrich the brand experience, we categorized the jewelry into two distinct styles: Presence and Ethereal. Finally, using a 3×3 grid system and our expressive glyphs, we designed visual identifiers for each collection and core brand elements.
The glyphs blossomed into intricate patterns and became the foundation for our collection identifiers.
The relation between the typeface, the graphic system, and the operation.