Hamlet
Mona — Jewelry & Accessories
We designed the identity and launch campaign for Mona, a jewelry and accessories brand for women who choose the dark side. This is how the process went, from brief to street.
1. Reading the brief and finding the gap
The brief asked for a jewelry brand for women around 25 who don't see themselves in the pastel, beige-linen “clean girl” look. Before drawing anything, we built a moodboard of what that audience listens to and wears: dark wave, zines, gigs, black lace and chokers. That's where the idea behind the whole project came from: jewelry as armor. Wear your crown. Own your dark.
2. Drawing Mona
We wanted the brand to have a face. We tried several girls until we reached the final one: black bob, eye patch, red lips and a small, almost toy-like crown that takes the edge off. We reduced her to three inks and bold lines so she works just as well large on a poster as tiny on a ring. Below her, we hand-drew MONA with spikes and cuts, as if carved with a blade.
3. Taking her to the street
With the brand locked, we designed the campaign where its audience lives. We shot the models in graffiti alleys and in black and white, saving red for the brand alone. We designed wall posters, a zine splattered with ink, gig merch and red packaging made for unboxing on social media, with #IAmMona as the meeting point.
4. A system that holds up
We closed the system with four logo versions for red, black and light backgrounds, a punk-flavoured poster typeface and three colours: blood red, bone and black. With that, any new piece still feels like Mona.
