Paula Matczak designed these business cards for KLOE, an online jewelry store.

Speaking of her design process of KLOE, Paula said, “The story behind KLOE’s branding started when I entered the branding competition of the jewelry company. At the time, I didn’t have a lot of information to work on. The ones I had became my main design focus, such as: three types of jewelry were offered by the company (necklaces, rings and earrings); models were to be designed with class and minimalistic, and the target customers were women who appreciated unique and quality jewelry.”

“I put a lot of research and thoughts to the overall design. My goal was to create a logo (symbol) and a brand name that would be unbreakable with the jewelry. For me, designing a logo based on a geometric shape (circle) was the closest idea to a minimalistic design, which I had layered with the company name, KLOE.”

Paula explained further, “The logo I created, part of it can become a separately working symbol, a company sign and a repeated pattern for the packaging paper. The graphic symbol consists of three parts/elements that had been assigned to the types of jewelry the company offers.”

Paula chose the colour palette that works seamlessly with the logo/symbol, either to create a colourful logo on a white background or as a coloured background for the symbols instead. Also, each product has an assigned colour to support the diversification of the jewelry category.

“So that’s how I created the rest of the branding assets. I really believed that branding is like building a house with a good, strong base and construction. The rest becomes a creation already as you can devote more effort to the design process due to having a clear goal.” Paula said.

These business cards were printed on coloured paper stock with embossed logo.

Designed by Paula Matczak

For KLOE