The company Jewel, founded by CD collector Marius Brandl, has launched a new brand and presented an identity created by the Norwegian studio Bielke&Yang. The presentation took place in May. Jewel produces stylish displays for storing and showcasing CDs, viewing them as works of art. All products are designed and manufactured in Norway.
The name is associated with the Jewel Case format, the classic plastic case that became a symbol of the 1990s music era. The brand’s design draws on the aesthetics of the time, combining a touch of nostalgia with engineering precision. The result is an image that unites emotional warmth and technological rigor.
The logo uses a custom typeface with pronounced geometry. The letter “e” has an unusual shape that draws attention. The letter “L,” designed for symmetry, has a nonstandard silhouette and has become recognizable within the word.
The main color is orange. It is complemented by burgundy, yellow, dark green, and several shades of gray. The contrasting color system creates a rich impression, though using darker tones proved more challenging due to their near-black appearance.
The typography is based on three typefaces: Jewel, Remix A, and TWK Lausanne. Remix A features distinctive proportions and elongated elements, such as the tail of the letter “Q.” Lausanne appears more formal yet retains individuality through subtle design details. All typefaces interact within a unified structure, maintaining visual lightness.
The Bielke&Yang studio, together with Bow, prepared an advertising campaign for the brand launch, including 3D product visualizations by Ryan Zomorodi.
The new Jewel style combines emotional appeal and engineering precision, underscoring the company’s view of CDs as cultural objects and reviving interest in physical music formats.