Avilla

Embodying the art of slow living through handcrafted heritage jewelry.

Avilla is a distinguished jewelry line, offering a curated selection of handcrafted pieces in gold, sterling silver, and brass by Michelle Parez. The collection, which also includes vintage clothing and home goods, is inspired by Michelle’s New Orleans heritage and the relaxed elegance of Topanga. Her unique approach blends materials from Brazil, Peru, and beyond, creating jewelry that seamlessly integrates personal heritage with global allure.

Challenge

Michelle wanted to refresh her brand identity to authentically reflect her slow, mindful approach to living and her deep connection with the earth. The challenge was to create a cohesive brand identity that captured her personal lifestyle and highlighted the diverse cultural influences of her materials. Michelle aimed to distinguish her brand from other artisans and companies that promise similar styles but do not handcraft each piece. The project sought to honor the unique, intentional process she uses in her home workshop in the hills of Topanga, where each piece is made to order with its own imperfections and character. The goal was to develop a brand that celebrated this meticulous craftsmanship and set her apart from competitors by emphasizing the slow, deliberate nature of her work and the authenticity of her handmade creations.

Opportunity

This rebranding project presented an opportunity to develop new visuals that emphasized Michelle's unique approach to life and craftsmanship. The aim was to refine her messaging, create a distinct visual identity, refine the creative direction, and organize her jewelry into meaningful collections that resonate with her target audience.

Approach

Development

We worked closely with Michelle to refresh her brand identity, ensuring it aligned with her vision and lifestyle. This involved extensive research into the cultural influences and material sourcing that define her jewelry. Together, we crafted a rebrand that emphasized authenticity and coherence, reflecting Michelle's commitment to craftsmanship and her unique, slow approach to creating each piece.

Branding

We developed the tagline “Sense fully, live slowly” to encapsulate Michelle’s philosophy. We refined the brand messaging and story to highlight her commitment to mindful craftsmanship and the deep connection between her designs and their diverse cultural inspirations. Additionally, we refreshed the logo mark and introduced an emblem inspired by the shape of her most sought-after earrings. We also reorganized her collections, naming them based on the materials and locales that inspired each piece, enhancing the brand’s narrative and coherence.

Packaging

We refreshed the logo mark and introduced an emblem inspired by the shape of Michelle's most sought-after earrings. This new logo, with its timeless, artisanal aesthetic, complements both her handcrafted jewelry and her curated collection of vintage clothing and home goods. We ensured that this updated visual identity was consistently applied across all packaging and brand materials. We chose a vintage effect for the visual identity and applied a color palette that reflects the metals Michelle uses, giving the brand a grounded feel. This approach mirrors the natural oxidation process that all her pieces undergo.

Launch Support

We supported Michelle in seamlessly integrating the new story points, creative direction and visual assets into her existing customer touch-points, providing a detailed launch playbook for marketing her collections on social media and refreshing the website UX with the updated naming system. We also laid the groundwork for refreshed brand photography, ensuring the visuals aligned with the new creative direction and narrative to capture the essence of Michelle's jewelry and enhance its appeal.

Outcome

“Sense fully, live slowly”—the launch of the refreshed Avilla brand and marketing positioning deeply resonated with Michelle's audience, reflecting her identity as a multicultural artist and maker. The newly organized collections brought rich storytelling to the forefront, enhancing the brand’s appeal and market presence. The rebrand not only elevated Avilla as a thoughtfully curated jewelry line with a deep connection to the earth and diverse cultures but also significantly increased sales. The brand captured the attention of Lana Del Rey, sparking a social media frenzy that further amplified its visibility and success. Michelle continues to embrace her identity and California home studio, using them as a backdrop to showcase her craft.