MINTY DIAMONDS NYC
Brand Identity
Independent (2021)
COLLABORATORS / CREDITS
Brand Strategy: Enid.FM
3D Renders & Animation: Kara Chin
Photography: Edoardo Cozzani and Anna Stokland
MINTY is where responsible meets radical jewellery design through the juxtaposition of classic styles and material innovation — using carefully sourced laboratory-created Type II diamonds. It’s the transformation of jewellery signatures with ethical ambitions.
From it's reason-for-being to it's products, the MINTY brand is layered.
This sentiment informed how the brand was built. Starting with a strong foundation, rooted in minimal, tech style – a celebration of science and innovation – we then built on this drawing inspiration from camp culture and vintage club scenes.
LOGO & WORDMARK
Inspired by queer club culture of 1980s London & NYC, typefaces synonymous with vintage club flyers and rave culture helped inform the MINTY wordmark.
With an ambition to bring environmentally conscious, fine jewellery into a bolder, more expressive realm – the logomark for MINTY embodies the meeting of nature and tech. An organic, fluid M intertwines with a more rigid form, and can be treated in a variety of ways to showcase it's ever evolving and expressive personality.
3D Renders of logomarks by Kara Chin
