Brief: Launch a D2C lab grown diamond jewelry brand that offers high quality, statement diamond jewelry. The jewelry is minimal, clean, timeless and everyday wear, that is affordable as well as aspirational. The brief was to create an elegant, distinctive brand that is simple and minimal, and stands out in the fine jewelry space. Bayan is a positive step in breaking away from natural mined diamonds that put human lives in danger and have damaging impacts on the environment. The brand should appeal to a wide demographic and age group of female target audience.

Concept - Logo Identity: The Bayan logo identity celebrates modernist, minimal, and clean typography and graphic art. The characters are custom designed keeping in mind the brand essence of minimalism and ‘less is more.’ The letter width and additional kerning creates the best visual depiction of the phonetics and spelling of the word BAYAN. An innovative approach to wordmark typography, the logo is unique in character when compared to other brands in the jewelry space in India and globally, and makes a statement in itself.

Concept/Approach - Imagery: Bayan’s ethos of minimalism and ‘less is more’ is translated into images that capture life’s moments that are relatable. The concept is that of the woman who wears Bayan, not to dazzle the world, but because she takes pride in wearing a Bayan statement piece that is minimal in thought - jewelry that’s crafted from lab grown diamonds, and has caused no harm to any person or the planet. The lighting is soft and summery, and the visual tonality is warm and earthy, and the costumes and set design too are minimal.