PROCESS

Chelle is a fine jewelry brand inspired by the organic elegance of seashells and the timeless beauty found in nature. Creating a combination mark that merges a refined wordmark with a symbolic icon. 

CHELLE: Crowned by Nature

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Deliverables



Logo Concept
Packaging Display

Tools



Illustrator
Photoshop

About CHELLE


This brand is drawn from the form of a conch shell — stylized to resemble a crown — representing both natural beauty and sophistication. This duality speaks to Chelle’s identity: precious, powerful, and rooted in nature’s quiet elegance. The mark captures a sense of timeless refinement, making it adaptable across touchpoints — from fine jewelry packaging to upscale visual branding — while maintaining a strong and memorable presence.

Logo Ideation: Form Exploration - Deconstructing the Conch


To begin the design process, I explored the visual language of the conch shell through simplified silhouettes. By reducing the complex natural form into bold, minimal shapes, I was able to study its structure — the curves, ridges, and asymmetry that make it so distinct. This stage allowed me to focus on balance and proportion, searching for a shape that felt both organic and iconic — a strong foundation for a refined brand identity.

IDEATION


FINAL CONCH DESIGN

Typeface Exploration