Case Study
My Role:
Logo Design, Branding, Wireframing, Mockup, Creating Brand Assets
Tools Used:
Adobe Illustrator: Used for logo design and branding elements
Adobe Photoshop: Used for image editing and enhancing product photography.
Adobe XD: Used for wireframing, UI design, and creating prototypes.
Research:
First, I took a look at how other jewelry brands present themselves in their overall branding and on their websites. My goal was to find that sweet spot that's both modern and approachable. I wanted it to evoke the feelings of being on a beach, with a bright color palette, while still maintaining the jewelry’s elegant vibe.
Branding:
My goal for Citrella’s branding was to be bright and eye catching, but also modern and approachable. I chose Classy Vogue as the serif font for headings, and swis721 for body copy. These two fonts are harmonious together and remain legible and clean. The color palette chosen is bright and fun, evoking the beachy vibe.
Logo:
The logo for Citrella was designed to reflect the brand’s connection to the beach while still looking modern.
To tie the logo to the beach theme, I incorporated some subtle icons—a stylized wave that flows through the “e” in Citrella, to symbolize the ocean and the seamless experience the brand offers, as well as a seashell to represent the dot in the “i”. These small but meaningful details reinforce the brand’s coastal inspiration without overpowering the simplicity of the design.
Website UI/UX Design:
The Citrella website was designed with a focus on simplicity and user experience. Using Adobe XD, I created a prototype that prioritized an easy to use navigation and visual appeal, ensuring that users could explore the jewelry types effortlessly.
The homepage features a large image of the jewelry displayed against a beach backdrop. The top navigation bar includes the available jewelry categories. I wanted this to be simple and straight forward so there was no distraction when looking for a specific item.
Descriptions are kept minimal, with emphasis on materials and craftsmanship. The layout is clean, with plenty of white space surrounding the images to allow the jewelry to be the main focus.
The overall flow of the website is designed to be intuitive and engaging.
Conclusion:
The Citrella website design combines the elegance of fine jewelry with the laid-back nature of the beach. Through thoughtful use of color, beachy imagery, and a simple layout, the website creates a seamless experience that feels luxurious yet approachable. By capturing the essence of the coastal lifestyle, the website not only showcases the jewelry but also communicates the brand’s unique identity.