About the Brand
Mine was founded in 2019 by entrepreneurs Biren Bhansali and Josh Navon. Hailing from families in the jewelry business, Biren and Josh saw an opportunity to disrupt the jewelry purchasing process, and develop an accessible and approachable way for millennials to purchase quality lab-grown diamond pieces.
"We wanted to create simple, sophisticated, and sustainable jewelry for the modern consumer looking for timeless pieces..."
A Full 360º Design Approach to the New Lab-Grown Diamond Brand
Logo Creation, Naming, and Packaging
As we thought about the world around the brand, we wanted to create a visual identity for the outward expression of Mine and one that would uniquely set the brand apart from its competitors in the diamond space. We started with the primary element of its identity, the name, and continued to partner with Biren and Josh to establish the additional components playing an important role in establishing Mine’s visual style.
For the brand name, we applied our creative approach and naming strategy, in parallel with legal/trademarking, to identify a timeless yet on-brand name that would be suitable for the brand's launch-to-market and growth. In creating the logo, we designed a wordmark with the angular cuts of diamonds in mind to mimic the sharpness of the stones.
Visual Branding and Art Direction
The brand's distinct yet approachable design and aesthetic was created to leverage all of its USP’s (unique selling points) and consistently support the evolution of its products to reflect this. Because Mine prides itself on adapting to an always-changing landscape, Sweden's art direction of the brand images was aimed to walk the line to convey both quality design and craftsmanship across all communication and digital touchpoints.
Harnessing the robust offerings of Shopify, we folded the brand pillars and the world around Mine into all aspects of our e-commerce design process. We employed the core principles and codes into the website to evoke an elevated, yet inviting, creative and sensorial consumer experience across digital and physical spaces.
Based on both best practices and innovative strategies, Mine’s e-commerce design focuses on introducing true customer benefits to enrich and educate, and to keep the consumer purchasing on minejewelry.co rather than through wholesale partners or competitors.
With their mission of crafting sustainable and accessible diamonds at the crux of their business, we made sure that the brand values were front and center upon site entry.