The Brazilian design agency creates a bold brand and visual identity for a new line of hand-made alternative jewellery.

Stupid Jewellery is a brand that refuses to conform. Avoiding prescriptive marketing narratives, the brand ethos is all about consumers finding their own style and self-expression. Founded and designed by Ana Carolina Prim, Stupid Jewellery offer a range of label-free, hand-made accessories, designed for authentic, young-minded people who do not identity with flashy vanity.

Estúdio Nusit’s brand and visual identity and packaging design sets out to reflect the brand’s no-nonsense, rebellious attitude and audacious personality. The name ‘Stupid’ reflects this contrarian attitude, subverting the common marketing tools and challenging them with humour and confidence.

The visual identity is given an in-your-face aesthetic, with a contrasting colour scheme of yellow and blue, accompanied by capitalised, enlarged typography that encompasses every surface of the packaging. Recyclable cardboard tubes encase the jewellery, featuring the brand name repeated all the way around and a diamond motif printed with silver foiling.

For more information about Estúdio Nusit visit their website or follow them on Instagram .

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