Brief: Elite Jewelry, a fourth generation B2B diamond jewelry company wanted to enter the retail space with a brand of high-quality, ethical diamond jewelry.

Concept: The founder had an interesting story of the real-life characteristics of Gentoo penguins. The penguins pick up the most appealing rocks on the beach and give them as gifts while courting a mate. The couples use these rocks to build a nest and start their family. The rocks are as precious as diamonds. The logo is a symbolic representation of this story with the penguin couple in an oval egg form with twinkling stars in the sky, in a world of love and trust. The five-pointed stars also stand for the four elements in nature and the human spirit. The symbol has been extended to playful variations for special occasions and limited editions. The packaging continues the penguin theme with the black exterior and cream interior.