branding, packcaging


Branding and packaging design for a jewelry brand ‘mellow’, designed by Mellow Fukushima. Her jewelry pieces are characterised by designs that draw inspirations from flowers, plants and natural shapes found in her surroundings.

The rebranded logo depicts motions found in nature, such as grasses dancing in the wind, water surface rippling and lights fallen through leaves.

The logotype and emblem, in their minimalistic forms, are designed to stay together with the growing brand that is continuously exploring different expressions with unrestricted usage of colours and forms. The brand is a reflection of the designer Fukushima’s personal thoughts that grow with time.

The logo’s main appearances are on jewelry as an engraving and packaging boxes. Though distinctive with the details of each letter, the logo rests subtly within the forms of the jewelry.

jewelry design: mellow fukushima
design: koyuki inagaki
photography: mellow fukushima, koyuki inagaki
special thanks: yumi okano