How to make a jewelry brand feel modern and natural?

Arc+Ray jewelry collection is inspired by Modern art and Mid-century design. It is handmade using various natural materials. The name Arc+Ray was chosen for its reference to geometry. Arc indicates the curve line, and Ray means the straight line, which is the foundation of any shape. 

I designed a visual identity system for Arc+Ray that feels modern and connects with the collection’s diverse nature and use of materials. The logotype is simplified to basic geometric lines, embedded in a quadrant shape, which is a signature shape from Arc+Ray’s work. For color, I created a muted warm Morandi color palette to build a soothing natural tone.