Brand Identity
Jewellery
Sunareka
Brand identity for a luxury jewellery brand
THE CONTEXT
Sunareka is a jewelry brand based in Uttarakhand, with ambitions to expand across India.
As the business prepared to scale, it needed an identity that could signal premium quality and compete with internationally recognized jewelry houses.
The brand required a system that was refined, memorable, and capable of carrying the weight of timeless luxury.
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THE CHALLENGE
The challenge was to create a brand identity that felt elegant yet distinctive, one that could stand alongside global jewelry brands while staying rooted in Indian sensibilities.
The identity had to express both timelessness and longevity.
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THE BIG IDEA
Sunareka is more than a jewelry store; it is a keeper of timeless elegance.
The identity was built around the idea of enduring beauty, jewelry that transcends moments and lasts across lifetimes.
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THE LOGO
At the heart of the identity is the brand initial, S, designed to feel like part of the jewelry itself.
The form carries multiple layers of meaning:
In its negative space, it reveals an hourglass, symbolizing timelessness.
It also hints at an infinity symbol, representing longevity.
The result is an elegant mark, ornamental yet minimal, that can stand confidently in the world of luxury jewelry.
A custom Devanagari script was created to match the English identity, ensuring cultural authenticity.
Logo Logic + Icon
S, HourGlass, Infinity
Hindi + English
Hindi English Path
THE VISUAL LANGUAGE
The logo was crafted to do more than stand alone.
When repeated, it forms a seamless ornamental pattern.
This echoes the richness of fine jewelry and instantly evoking luxury.
This pattern became a core asset, applied across the brand to create consistency, elegance, and distinction.
Icon + Name Pattern Repeat
Icon only pattern
Store Glass
Letterhead
Envelope
Laptop
Bag
To Del
Booth
Jewellery Box
SCALABLE SYSTEM
The link motif became an expressive asset that could carry the brand without the logo.
It’s flexible enough to adapt, yet distinctive enough to stay recognizably Yulu, across sizes, surfaces, and screens.
Social Media
To Del
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