Jewellery and fashion branding in Dubai

Luxury retail in Dubai is fine jewellery, fashion houses and the boutiques that carry them, selling to a buyer who has compared before walking in. That buyer meets the brand in four places: the box, the boutique, the feed and the campaign. A piece that reads one way in the window and another way on the phone loses the sale somewhere between the two.

A jewellery brand or a fashion brand has several jobs at once. The identity has to sit on a small box, a ribbon, a swing tag and a shopfront without changing character. Packaging has to be worth keeping, because it is the part of the purchase that goes home and is opened again. On the website the piece has to be shown well enough to be bought from it, or well enough to bring the buyer into the boutique, with the product pages, the lookbook and the campaign film doing the work of the sales floor. And the feed has to be the same brand every day.

Alternative Space designs the identity first, then the website and the content from the same rules. The mark, the palette and the type are drawn for the smallest applications first, the maker's mark inside a ring and the tag on a garment, and then taken up to the shopfront and the campaign. Packaging is designed with its printer's limits in view, so the foil, the emboss and the paper that are approved are the ones that arrive. In the studio the website is designed and built, the product photography and the campaign directed to match it, and the social content cut from the same shoot.

The work runs from jewellery branding and packaging design to the fashion website, the lookbook, the campaign and the launch of a collection. It includes the small pieces that are easy to leave out: the care card, the certificate, the invoice and the email that confirms the order. A collection launch is planned as one campaign across the boutique, the site and the feed, so one set of imagery carries all three.

La Vie and Uzay in jewellery, and Iriana and AIM in fashion, are on the client list. Their work is below.

The way in is one conversation about the collection, who buys it and where they meet it: the boutique, the site, the marketplace or all three. From that the studio proposes the scope and the order the pieces are made in. The enquiry below starts it.