A meeting room to talk about jewelry and all the surrounding matters. The Foyer is a space in between, where one can prepare for the next chamber, thought, or decision on jewelry. The brand speaks to professionals in the field and jewelry lovers of all kinds.
Naming, Visual Identity, Print Design & Brand Collaboration Consulting
1. With Verticals, Anni Albers, 1946
2. Glazed pottery with incised and inlaid decoration, Vietnam (11th–12th century), MET museum.
Rain is what connects heaven with earth: a fertile visit that penetrates the earth and makes life possible. Like what revives the seed that is dormant, the drops are a fresh start. Rain is movement, momentum, transition, and renewal.
Spark comes from the Greek word spargan: which means to sprout, to proliferate, to abound and from there to break out or spurt, also relating to a shoot or a plant to germinate. In Latin, spargere is to scatter, as the seeds of activating light can be sown in the darkness of immutability or stagnation.
Instinct is the inviting knowledge, which passes through the conscious, and touches the feelings.
It is what compels us to react, or transforms us internally. It is understanding in ways that are not completely rational, giving space to experiment, to play, to the richness of perspectives and ways of perceiving the same subject.
Clever has its origins in being manually skillful, and over time it gained the sense of possessing mental agility.
It describes the intelligence that is active and present at the moment, and that thus is able to explain and persuade in an attractive and light way. It is the wisdom that shows itself in sinuous movements, like the delicacy and precision of a serpent.
Fresh describes what is good to drink, which is not salty or impure.
It has to do with what is ready to be absorbed now, and now is the best time possible. Its effects are invigorating, awakening inner perceptions with pleasure. Yet, it is what it appears to be, and it communicates the way it is because it is.
Scharf studio was responsible for designing the brand's name and visual identity. The arched base of the logo suggests that of a portal, referring to the physical space behind the concept: the foyer. The result is a graphic system designed to easily interact with images and provide a flexible language both in digital and printed media.