INAURUM - More transparency and prudence for real jewellery.
UI Design | Iconography
INAURUM is an online shop for fair modern, genuine jewellery. The brand was born out of the need and responsibility to protect our environment and our fellow human beings. The purpose was to bring beautiful jewellery handcraft and ethical standards together. The creation of an online shop where the client doesn't need to have a bad gut and the processes are transparent. This isn´t common for the jewellery industry and INAURUM wants to show that there is a better way.
This project was part of a UI Course from CareerFoundry and lasted for about two weeks. The program itself lasted for about four months. INAURUM was designed in Sketch. My role was primarily that of a UI Designer.
Logo
The overall appearance of the logo can be described as minimal, nobel, modern and clear.
The logo is made up of two words. The first syllable “IN” is the short form from the Latin word innocentes, which means innocent, while “AURUM” means gold.
Color and Typography
The two primary colours are white and black. This sets the focus point on the images and fits with the vision of transparency. The greyscale is used for a clear secondary hierarchy. The soft green is only used as a positive feedback colour.
The brand uses only the font “Rubik” to keep the design authentic and minimal. Even the logo is transferred through this font.
