InDetail is a select jewelry brand established in 2018. To support their efforts of renewing their brand, a branding and art direction project was completed in collaboration with Yatofu Creatives.

The brand renewal brief required the visual identity to be updated in a more contemporary way. InDetail is constantly curating and searching for talented designers from all over the world and wants to bring customer visibility to their talent. We helped the clients to first crystallize their thoughts and priorities by highlighting different aspects of creativity and then to communicate these to the customers through various elements of the visual identity.

The slogan “The Art of Effortless Elegance” was conceived to clearly convey InDetail’s core mission and values. The new InDetail imagery introduces an effortless and independent woman figure, embracing different and new aspects of femininity.

The end result relies on simple and elegant expression. The feminine-casual-cool tone of voice is implemented in a minimalistic yet quirky way.