ALEX YUVERO
WEBSITE
SCOPE OF THE PROJECT
SECONDARY LOGO DESIGN CUSTOM COLOR PALETTE
PROJECT BY
HELENA
ALEX YUVERO
ABOUT THE PROJECT
Alex Yuvero is a Madrid-based jewelry brand that believes in creating jewelry with soul—pieces that are slow-made, deeply intentional, and built to hold emotion. Each hand-made, limited-edition design carries the weight of careful thought and personal resonance, made to be worn close and lived with over time. It’s not just about jewelry—it’s about creating a connection between the wearer and the crafted object, where every piece is as unique and meaningful as the person who wears it.
This project sought to bring that philosophy to life—capturing the quiet confidence and sculptural elegance of Alex Yuvero’s pieces, while honoring the deeply personal connection that lies at the heart of every design.
SECONDARY LOGO
The creation of the secondary logo for Alex Yuvero began with a simple yet crucial need: to enhance the brand’s visual identity while reflecting its deeply artisanal nature. The primary logo, originally created under time constraints, was functional but lacked the soul and personal resonance that the jewelry itself exudes. What followed was a journey of transformation—one that sought to capture the true essence of the brand, reflecting not only its craftsmanship but also its connection with the wearer.
The design process began by drawing inspiration from nature’s organic forms, aiming to evoke fluidity, imperfection, and authenticity. Every curve and line of the logo was carefully considered to mirror the handcrafted quality of the jewelry—raw, intentional, and deeply personal. Rather than striving for perfection, the focus was on creating a logo that felt as natural and individual as the pieces it would represent. The challenge, however, was ensuring that the new design would remain adaptable across various mediums while staying cohesive with the original identity.
Through exploration, the logo gradually took form—hand-drawn during the summer, inspired by a sense of freedom and fluidity. It subtly incorporates a ‘70s bohemian spirit, yet it's thoughtfully refined and stylized to retain an air of elegance and modernity. The result is both youthful and elevated, capturing the handcrafted essence of the brand while reflecting the timeless beauty at its core.
The secondary logo was envisioned as a versatile asset—ideal for use on product tags, packaging, and social media—thanks to its adaptability in both square and elongated formats. Although it was initially designed as a complement to the primary logo, it quickly evolved into a more central element of the brand’s visual language. Today, this logo has become the defining mark of Alex Yuvero, closely associated with its essence and resonating most deeply with its audience.
CUSTOM COLOR PALETTE
The color palette was developed as a visual extension of the brand’s ethos. Rather than being applied directly to the logo, it served as a conceptual framework that guided the overall aesthetic direction. Each gradient was chosen with care to reflect different aspects of the brand: the fiery warmth of creativity, the deep-rooted elegance of heritage, and the calm intimacy of connection.
The goal was to craft a palette that felt both elevated and emotionally resonant, complementing the handcrafted nature of the jewelry without overpowering it. Though originally created to support the secondary logo, the palette naturally grew to influence the brand’s wider identity—seamlessly influencing packaging, digital presence, and visual storytelling—enhancing the brand's cohesion and emotional resonance.
“I was beyond pleased with how the secondary logo not only complemented the primary logo but also captured the true essence of our brand. The whole process exceeded my expectations, and the final design felt like a perfect reflection of what we stand for.”
— Alex Yuvero