SERVICES
Brand Identity, Packaging
INDUSTRY
Jewelry
LOCATION
Zurich, Switzerland
Protsaah
Protsaah is an ethical demi-fine jewellery brand founded on the belief that jewellery should carry meaning beyond adornment. Designed in Switzerland and handcrafted by artisans in India, it brings contemporary design together with generations of craftsmanship. The founders came to us to evolve the brand into something more refined and internationally positioned ahead of launch. The brief was to preserve the emotional equity already built into the brand while elevating every touchpoint to feel premium and cohesive. The scope covered brand identity, packaging system and social media direction.
Creative Direction
The visual language draws from contemporary luxury editorial design while staying warm and human. Large areas of negative space, refined typography and understated compositions let the jewellery become the focal point. Natural textures, handmade papers, soft shadows and subtle imperfections reinforce that every piece is made by human hands. Photography is built around gesture, movement and materiality rather than heavily stylised luxury imagery, with the relationship between the artisan's hand and the jewellery as the visual foundation of the brand.
Logo System
The identity is built around three symbolic elements: the hand for craftsmanship and human touch, the bird for encouragement and the meaning behind the name Protsaah, and the drop for emotion and transformation. Rather than illustrating these literally, we combined them into a single mark through increasingly minimal, abstract forms, a droplet becoming a wing, a hand emerging from a single continuous curve, revealing new meaning over time. The wordmark was refined alongside it with delicate proportions and generous spacing to complement the jewellery rather than compete with it.
Colors
Soft creams and warm whites create a backdrop that lets the jewellery stand out. Rich burgundy introduces depth without reaching for black. Earthy neutrals reference natural materials and handmade processes. Precious metals appear through the jewellery itself in photography, letting gold and silver enter the identity naturally rather than through the branding.
Typography
A refined serif handles headlines, product names and editorial moments with high contrast and graceful proportions that reference craftsmanship while staying contemporary. A clean modern sans serif brings structure and legibility across product information, packaging and digital interfaces, spacing and hierarchy carrying as much weight as the typefaces themselves.
Packaging
Packaging was designed as an extension of the storytelling rather than a container for the product. The system covers jewellery boxes, shipping boxes, tissue paper, stickers, branded tape, thank-you cards and supporting inserts, selected to feel tactile through texture and paper quality rather than heavy embellishment. We also developed a graphic pattern language inspired by the connection between Switzerland and India, bridging both countries through rhythm, movement and handcrafted geometry.
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