Lab Grown Diamond Logo Design
Lujo Jewellery
"We'd like a logo and fitting name for our new brand collection featuring lab grown diamonds. "
ABOUT THIS PROJECT
LUJO is a sub-brand of Beverly Hills Jewellers, focusing on lab grown diamond jewellery.
Beverly Hills Jewellers is Canada's largest jewellery manufacturer and has multiple in-house sub-brand collections for retailers to choose from. They were launching their lab grown jewellery line focusing on products featuring lab grown diamonds.
What I did
Logo Design, Graphic Design
THE HICCUPS & CHALLENGES
The brand’s design journey began under the name "Lab Grown Luxury" then to “Lab Luxe". However, during development the Beverly Hills Jewellers team ran into compliance issues that made the name unworkable. They pivoted to “Lujo,” a portmanteau of two family members’ names, giving the brand a more personal connection. This last-minute change required me to quickly adapt the identity from a two-word mark to a four-letter logo. The challenge pushed me to refine spacing, proportion, and overall balance so the new name carried the same sense of elegance and impact as the original.
LUJO Logo on Jewellery Assets and Business Card
Because the brand frequently appears on fine jewellery engravings, a thicker logo weight was developed to improve legibility at small scales while preserving the brand’s elegance.
Horizontal Logo Variation: To ensure flexibility across a range of jewellery applications, the Lujo logo system includes both horizontal and vertical variations in multiple weights. The horizontal logo is designed for long, narrow formats such as bar-engraved necklaces, diamond-accented pieces, and elongated jewellery boxes.
The vertical logo variation is intended for more compact surfaces, allowing the mark to remain clear and balanced in tighter applications.
