For Jefe & Co, a New York-based jewelry brand renowned for its bold statement pieces, our goal was to craft a distinctive brand identity that exudes confidence and quality, perfectly appealing to their target audience: the confident "it girl" who loves to turn heads.

Collaborating with Danise, the founder, we sought to break industry norms dominated by neutral palettes. Our research revealed an opportunity to attract this bold and stylish demographic by incorporating hot pink with neutral tones, achieving a balance of boldness and sophistication.

This rebrand highlighted the unique selling points of Jefe & Co's 18k gold plated, tarnish-free, and water-resistant jewelry whilst resonating strongly with the brand's target audience. 

Danise thrilled by the results, which firmly positioned Jefe & Co as a standout brand for the modern, confident woman!