"by Harry Georje"
When internationally acclaimed jewellery designer Harry Georje partnered with KELA Tech, the leading brand behind the world’s first non-slip hair accessory, something incredible was bound to happen. In fact, an entirely new category was to be born: fine jewellery for hair. A proposition that magically blends the luxury jewellery, hair and fashion industries.
KELA X is a hair accessories brand delivering high-quality pieces which elevate the style and sophistication of its wearers. This incredible proposition is a world-first, luxury brand in a category of its own.
A fusion of fine jewellery, fashion and patented hair technology - KELA X is set to inspire multiple industries at once - industries where both KELA and Harry Georje hold immense respect due to their highly admired bodies of work.
Harry Georje is a master of his craft - an unrivalled expert whose reputation precedes him. He is a three times De Beers international award-winning diamond jeweller, with over 30 years’ experience. For Georje, trust is everything. Renowned for his passion and knowledge of diamonds in particular, he treats every piece of jewellery as an investment - a piece to ignite decades of joy. And business partner, KELA, has deep expertise in the hair industry, with an offering that began in hair charms and extended into a patented technology known as KELA Tech.
With this in mind, TOAST was tasked with crafting a highly sophisticated, yet approachable and trustworthy brand which reflected skill, knowledge and craftsmanship for this new business partnership. The fusion of carefully crafted design and innovation creates the magic of KELA X, a revolution in fine-jewellery for hair that invites a new level of inspired self-expression; they needed to be showcased as a brand that elevates natural beauty through bold attitude, timeless elegance and absolute luxury.
For KELA X by Harry Georje, every aspect is considered.
With the brand values of artful innovation, sophistication and design aesthetic, unapologetic exclusivity and superior performance, our team at TOAST crafted a brand footprint for KELA X that evokes opulence, expertise and unmistakable quality.
With exclusivity as the halo of their prestige; their brand creates unique experiences through which customers and brand loyalists are intrinsically connected. Their narrative is a luxury brand story underpinned by innovation that pushes their brand to excellence and beyond.
Encapsulating this brand essence, we identified the USP “we believe in capturing the ultimate form of self expression through pure aesthetics and world-class technology,” reflecting the fusion of carefully crafted design and innovative creation which is the magic of KELA X. They are a brand that elevates natural beauty through bold attitude, timeless elegance and absolute luxury.
Thus, our overall branding suite used a deep toned and metallic colour palette to connote their refined sophistication, with the duo of dark blue and gold lending a touch of royalty and signifying the authority and idealism within the brand. These attributes were similarly championed through the Tone of Voice we crafted for their launch; a territory of sophisticated language, effusive descriptions and decorative, idyllic terms painting a brand picture of pure excellence and ultimate luxury.
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