Lutf Jewellers Logo & Marketing Case Study

Client: Lutf Jewellers
Scope: Logo & marketing design

Scroll to open the box

LutfAn Urdu word for grace, kindness and quiet delight.

A word for delight.

Lutf Jewellers is a jewellery brand built on that feeling, with one promise: Timeless Elegance, Crafted for You. We designed the logo first, then everything it had to live on, from the foil on a velvet box to a hoarding over a busy road.

The logo

Look closer.

A jeweller checks a piece under a loupe. So we put the logo under one.

01 · The star
One point of light
Every good stone has a moment where it catches the light. The star is that moment, kept at the very top of the mark.
02 · The upper petals
A bud, still closed
Two petals lean in towards each other. Each one is an exact mirror of the other, the way a matched pair of earrings should be.
03 · The gap
A drop nobody drew
Look between the petals and an empty pendant shape appears. Nothing is drawn there. The gold around it does all the work.
04 · The F
The same curve, again
The arm of the F curls like a petal coming loose, so the name and the mark clearly belong to one hand.

The campaign

Grace, crafted in gold.

The campaign moves the brand into the palace arches of Indian heritage: warm stone, deep maroon silk and gold that's meant to be looked at. The jewellery stays the brightest thing in the frame, and the logo always gets clear air at the top.

Lutf Jewellers poster: woman in a maroon sari and diamond jewellery under carved arches, with the line Timeless Elegance, Crafted for You — The Heritage Collection
Soft daylight through the arches, with the line set in a flowing script.

Lutf Jewellers poster: woman in gold jewellery and a maroon silk sari before a palace at dusk, with the headline Grace, Crafted in Gold — Grace, Crafted in Gold
The same brand at dusk, with a heavier headline and all the weight on the gold.

Packaging & print

On the tray.

A logo for a jeweller gets held in the hand. These are the pieces people touch.

Gold foilOn velvet, with the star catching the light.

Raised goldThe same box, with a necklace inside.

Velvet & walnutA special-occasion box with a wooden trim.

Polished woodFor the display case in the store.

Lutf Jewellers business cards, envelope, folder and letterhead — **Stationery**Cards, envelope, folder and letterhead.

Lutf notebook, mug and gold pen on a white desk — **Desk set**Notebook, mug and a gold pen.

In the world

By day, a sign. By night, a landmark.

Gold reads differently once the sun goes down. The mark had to hold up in daylight on a pale wall and glow against a dark street, without changing shape.