Chelsea Lang Jewellery

Work
Rebrand

About the Brand:

Chelsea Lang is a jewellery designer and maker located on the Surfcoast of Victoria with a deep connection to nature, slow living, and meaningful craftsmanship. Her brand is rooted in storytelling and sustainability, with each piece handcrafted to embody emotion, intention, and timeless design. As she moved into a new studio and expanded her vision, she was ready to elevate her business into a brand that truly reflected her values and future direction — including a shift into fine jewellery, custom engagement rings, and exclusive online drops.

Business Problem:

Lack of brand clarity: Her previous branding no longer reflected the direction she was heading — especially her move into fine jewellery and higher-end pricing.

Limited visual cohesion: Chelsea had recognisable elements (like her royal blue), but lacked a consistent brand system or structure to scale with.
DIY branding burnout: Managing everything herself, Chelsea needed a strategic partner to help translate her evolving vision into a refined and aligned brand.
Mass-market confusion: She was deeply committed to handmade, ethical production — but didn’t feel that her brand clearly communicated that difference.

The Transformation:

Working closely together through strategy and creative direction, we developed a full brand identity that honours Chelsea’s past while positioning her confidently for the future.

Brand Strategy & Messaging: We defined her brand values (intention, connection, sustainability), refined her tone of voice, and clarified her long-term vision — creating a strong foundation for growth.
Visual Identity: We crafted a flowing circular logo inspired by nature’s cycles — representing connection, sustainability, and the journey behind each piece. Elegant serif typography adds sophistication without feeling overly polished or distant.
Creative Direction: Moodboards and palettes were developed to capture a raw, earthy, and emotive feel — evoking texture, stillness, and quiet confidence.
Illustration & Pattern Design: We created a set of hand-drawn illustrations to represent each of Chelsea’s collections, reinforcing her storytelling-led approach. Complementary brand patterns were developed to add richness and continuity across packaging, print, and digital materials.