SERVICES
Brand Strategy
Naming
Brand Identity
Packaging
Web Design
Art Direction
YEAR
2022
Jewelry For All Your Greatest Moments
Array is an online destination that lets you try on fine jewelry from the comfort of your home. Their ‘try before you buy’ model offers a more convenient, relaxed experience—free from the pressures of in-store shopping.
Super Spicy was tasked with rebranding Array and developing the overall strategy, visual identity, art direction, web design, and packaging. Jewelry isn’t just about adornment; it’s about the stories each piece tells. This insight shaped our brand purpose: to celebrate the big, small, and personal victories in life.
Originally known as Access79, we renamed the brand to better align with this vision. The new name and identity reflect a warm, carefree feeling, much like a ray of sunlight on your face.
VISUAL IDENTITY
AND PACKAGING
When researching the category we realized that fine jewelry was dominated by cold, minimal, and colorless aesthetics. Shopping for jewelry is a joyful experience so we opted to create a colorful brand that felt more inviting.
Our new visual identity strikes a balance between attainability and luxury. We chose primary colors and geometric shapes to capture the simplicity and carefree spirit of youthful days. The packaging was designed as an invitation to play and discover. We created a custom color blocked magnetic box with instructions housed in a playful geometric folder to create a memorable unboxing experience.
ART DIRECTION
AND PHOTOGRAPHY
For product imagery, we used unique props to tell the stories behind each piece and the person who might wear them, creating glimpses into someone's fondest memories and moments that make up their life story.
For lifestyle imagery we made sure to use color (and lots of it) to breakaway from the cold, stark, uninviting category that is fine jewelry. Through styling and expression we were able to walk the line between luxury and approachability.
Super Spicy was also tasked with designing their custom website. We chose to go for something a little more colorful and unexpected to create a more unique and approachable digital experience.
Credits:
Still Life Photography: Heami Lee; Prop Stylist: Astrid Chastka; Ecomm Photography: Matt Hillman; Stylist: Valeriya Buscarello; Dresser: Nova; Makeup: Mariko Arai; Hair: Yu Nakata
