The Secret Jewelry

The Secret is an online jewelry gift store specialized in transforming sound waves of cherished voice messages from loved ones into jewelry pieces made from gold and silver.

Their target audience is millennials, who make most of Saudi Arabia’s population and willing to go the extra mile and spend more on personalized gifts. With few unique online gift stores in Saudi, millennials are always looking for exceptional gift experiences and sophisticated designs that show thoughtfulness to their friends and families.

There was a miscommunication between the old branding and the targeted audience that called for a brand redesign. So I repositioned The Secret as a premium and high-end gift brand. Inspired by the jewelry design, I used bold yet minimal elements in the identity and packaging design to capture the new essence of the brand.