Project Description
Leonor joyería artesanal is a business that was born in Chile during the pandemic. Its creator and jewelry artisan, Daniela Diaz, recently moved to Kingston, ON, Canada, and wanted to start selling her earring designs. As she began promoting her brand, she received comments indicating that the name Leonor may have been perceived as having a masculine connotation due to its similarity to the name “Leon,” which is traditionally a male name. To address this issue, she decided to change the name of her business to Liora, which means “my light” in Hebrew.
The new logo for Liora features a heart that was drawn based on one of the wire and stone earrings designed by Daniela. The logo is accompanied by a modern calligraphic font, Amelinda, which helps to give the brand a more contemporary and artistic feel. The colours used in the branding are purple and pink, which are both associated with creativity, imagination, and femininity.
By choosing a modern calligraphic font and these particular colours, Liora is able to communicate to its target audience that it is a brand that values artistic expression, individuality, and feminine empowerment. Additionally, the use of a modern calligraphic font helps to create a distinctive and memorable visual identity that sets Liora apart from its competitors in the handmade jewelry market.
