Guy & Max
Guy & Max is the product of two brothers’ quest to create a collection of faultless precious metal and diamond jewellery. The brothers have very different yet complimentary skill sets: Max trained as a contemporary furniture designer and uses that knowledge to create unique, creative, yet timeless jewellery; whilst Guy is steeped in the family’s rich heritage in the diamond trade.
The brothers approached us with a brief to bring the branding up to luxury brand status. Through discussion we began to draw more analogies with high end fashion brands than with jewellery firms.
We created an elegant set of marques and brand attributes that can be engaged for different applications; including a roundel based on Tolkowsky’s ‘Round Brilliant’ and a refracted word marque. We collaborated with Jason Tozer to create some super-macro diamond photography for an online lookbook and series of printed mailers. Other applications include website, packaging, store front and stationery.
We wanted to reinforce the unique nature of their brand; in particular the way they design their pieces. Max trained as a furniture designer and thinks about creating jewellery in a very non-traditional way. We researched all sorts of existing jewellery brands and felt like the Guy&Max identity should lean more towards fashion than the more traditional jewellery set. This opened the door to other creative innovations like the collaboration with Jason Tozer. He created sumptuous images that don't show the jewellery at all, but instead reflect Guy&Max's collective passion for both creativity and diamonds.