Opinion by Richard Baird.
Osofor will be a digital-first and lab-grown diamond jewellery business able to create stones of any shape and cut. It will offer a modern and sustainable luxury brand to those who desire the material qualities of diamonds without the environmental and sociological impact. Osofor intends to distinguish itself further by fusing enduring aesthetic desirability and artisanal practice with experimental materials, unexpected production processes, a highly-personalised service and a “beautifully-designed immersive online experience”.
The brand is currently at the stage of product development; working with scientists, material technologists and inventors to develop a carefully-crafted launch collection. Paul Belford Ltd. was commissioned by Osofor to develop its visual identity. This is characterised by a variety of cut stone-like symbols, faceted stationery and an animated visual gesture online that refracts the white light of an uppercase sans-serif logotype.
Presently, graphic identity feels very much reflective of Osofor’s early stages of development, an expression of potential to, say, investors. It intends to be a modern, sustainable luxury brand, one that pairs the enduring craft of diamond cutting with today’s material and productions technologies, its visual identity articulates this in its singularity of concept and a variety in its material and digital applications.
BP&O breaks slightly from convention, publishing work that still has a strong speculative foundation, absent product or retail platform, but does this to bring a strategic breadth to the site. Early stage development in conjunction with early-stage identity design serves as a tool in which to give the impression of a total vision.
There are two essential components to jewellery, the tangible; aesthetic and material properties, and the intangible; the feeling of luxury, the potential of technology and the story of innovation. As a digital-first brand, website will be a critical factor in resolving these. The combination of splash page, which features a lovely digital facsimile of the refraction of white light into colour through the prism of cut stone, the materiality of blind embossed facets and the implication of refracted light through slivers of colour, serve to touch upon technology and a very specific material experience.
Graphic gesture expresses something of the potential to cut diamonds into a variety of shapes. The value here is in the breadth of the illustrations, rather than their individual qualities. There are plenty of distinctive shapes here, and outlines and fills help to further range and interest. As these are applied to packaging and stationery it is quite straightforward, as is the visual language employed, as mentioned earlier, this does feel early-stage, open to reconfiguration as the brand moves closer to launch. More from Paul Belford Ltd. on BP&O.