Camelot Jewelers

branding + packaging design + photography

A collaboration with Matt Wagner (creative direction) and Lauren Staser (lettering & icon design)

Camelot Jewelers is a second generation family-owned jeweler in Evansville, Indiana passionately welcoming their customers to ‘come as they are’ – dirty boots, casual clothes and all. Current owner Natalie Lewis took over the company when her father, the founder, passed away unexpectedly. She realized that the existing branding didn’t reflect her new vision. We were tasked with creating a more spirited brand that kept true to the Bavarian heritage her father founded the company on and spoke to the laid-back, casual atmosphere they create.

Lauren Staser created a custom blackletter logotype and icons – an acorn, deer head and gemstone – which each carry a significance in the company’s story. From there, I built out the full brand, developed a diverse color scheme using gemstones, and created a pattern for various uses.

From there, I created business cards and custom packaging to carry out the brand and photographed it for social media promotion.