Variance

No stone left unturned.

Variance has made a name for themselves by not following the rules. Their artistic and organic approach to jewelry making has attracted the attention of collectors and customers worldwide. But we needed to make sure that rough only applied to their jewelry’s aesthetic, not their brand. Cue inspiration from the art world, textures, and unique form factors. The final product? A gem.

  • Verbal Identity
  • Packaging
  • Content Strategy

Key Copy

  • A force of nature. 
  • Serendipity in every shape. 
  • Embrace the unpredictable.

Manifesto

Fire. Mineral. Eons. Chance. Earth’s precious materials are forged in chaos and shaped by the elements. The natural world knows how to give us beauty. So we let it lead the way, rather than bending it to our will. Through intuition and instinct, we create a process of revelation and discovery, not shrinking or reshaping. And what emerges from this alchemy is something profound; elemental and of the earth.

Elevating an artist’s POV.

We spent time with the artist and founders, visited their Santa Cruz boutique, and experienced the jewelry firsthand to get a sense of Variance’s vibe, purpose, and ambition. We considered the unboxing experience — the presentation, the positioning, the reveal — and explored a variety of textures and form factors for packaging to highlight the fine jewelry, not distract from it. We streamlined their packaging process with multi-use box solutions to cut down on waste and cost. We also elevated their visual and verbal storytelling and updated their narrative across their social media and emails.

Pattern Discovery

Inspired by the natural imprint and shapes of the raw gemstones, we created a unique pattern that could act as a quiet, yet considered embelishment throughout the packaging system. The pattern created an opportunity to add depth and texture to the unboxing experience and create a tactile feel on the business card.

A final word.

In the wise words of Dolly Parton, “Find out who you are and do it on purpose.”

Credits: Photography by Scott Zankman