Created Brilliance
Created Brilliance is a lab-grown diamond jewellery brand based in London’s world-renowned jewellery quarter, Hatton Garden. The collection consists of timeless, conscious jewellery designed to be treasured now and for generations to come.
Based on the insight that trust is everything when it comes to diamonds, Not Studio’s rebrand shaped a new strategic and visual world for Created Brilliance, emphasising elegance, longevity and – crucially – the equity of their Hatton Garden location. The resulting wordmark is set uppercase in ABC Arizona Flare with a customised sharp terminal on the C’s.
The rest of the identity uses a mixed palette of ABC Arizona Sans and Text, as well as GT Ultra Median and Standard, referencing the layers of historical type found across street signage and architecture to reinforce a sense of place.
