Objective: Create a look & feel for an independent vintage jewelry seller.
Approach: The Mel Scouts logo was designed with a custom script approach. It takes on a loose, whimsy personality that sets itself apart from other jewelry shops that are rigid and polished. This logo embodies the product – not technically perfect or pristine, but embodies character in its patina that makes it unique.
The photography direction was crisp and straight forward. This approach let the unique attributes of the jewelry come through – even if it has discoloration or imperfections. This all adds to the stories behind each piece.