Jewelry Brand Elegant and Badass

For years, the luxury industry has been marked by a trend toward minimalistic branding, sophisticated but often at the cost of differentiation. Recognizing this, branding studio Mucca created the identity for Tiny Gods, with branding that focuses on the character and stories behind each unique piece of jewelry. The team decided on the name, Tiny Gods, to suggest a collection of something small but powerful, mysterious and eternal. For the identity design, Mucca drew inspiration from their knowledge of modern luxury and independent brands that that have “a point of view and break some rules.” Thus, unlike the typically neutral and minimal logos of high-end brands, the Tiny Gods logo is intended to be unconventional and expressive.


Additional design elements are geometric, suggesting gemstones without being too literal or descriptive. The brand language is poetically descriptive of the moment of discovering the piece that speaks to you, or of opening the box when it’s received as a gift. Also, since jewelry is a personal choice, each piece includes an information card that gives the buyer some background about the materials and the designer, to make it feel more precious and intimate.


This attention to detail extends across brand touchpoints, including the monogram, patterns, colors, typography, copywriting, packaging, an e-commerce website, and even the Tiny Gods instagram account.


“Owner Mary Margaret wanted her store to become the mecca for the most highly and beautifully curated collection of jewelry in the United States,” explains Mucca Founder and Creative Director Matteo Bologna. “She wanted to be known as a true confidant, not far removed from the people buying the pieces she curated. It was clear that she loved personally helping people find unique pieces that speak to them emotionally. She wanted to build a brand that reflected that point of view.” Adds Mucca Design Director Andrea Brown: “The name captures not only the spirit of what Mary Margaret was offering, but also how jewelry makes its wearers feel. We applied this thinking throughout the entire brand, striking a balance between elegant luxury and something a little more ‘badass’. Her collection is diverse with unusual pieces that are still very extravagant. Everything about the brand needed to be romantic without being sappy, and high-end without being stuffy.”