Jewelry collection based on Miró
Joidart blends creativity, craftsmanship and modern style to make jewelry with character. Their collections are based on timeless, universal pieces that speak the language of femininity while drawing inspiration from the Mediterranean spirit.
With their 40th anniversary coming up, Joidart is seeking outside help as they embark on possibly their most complex collection. For the first time, the company embraces the world of art and pays tribute to one of the most famous artists of the 20th century, the master Joan Miró.
Client
Services
Graphic design:
Roser Arimany
Team
As an external consultant I participate transversally with management, sales and product teams, leading the following 4 stages of the project:
1. Market research and strategy
In the first phase, I am in charge of conducting a market study to understand the artist's popularity by country, his most best-known works, as well as the museums that exhibit Miró in their permanent collections.
In addition, I investigate the main sales channels, competing brands in the sector, distribution typology and commercial needs to be taken into account. And finally, I create a profile of the target audience, defining their characteristics, interests and motivations in order to align them with the product and communication.
2. Product definition
Joan Miró was a painter, sculptor, engraver and ceramist, but he never explored jewelry. Diving into his universe, I had the opportunity to accompany the creative team in the selection of the best suited works and transform them to jewelry pieces.
We pay tribute to the symbolism of the artist in his most mature stage: the stars, the moon or the constellations, an inescapable part of his imaginary... In the same way, we explored organic forms, calligraphy, silhouettes, birds and eyes... turning his most graphic and visual works into unique jewelry.
The result was a total of 36 pieces in an assortment of earrings, rings, necklaces, bracelets and brooches with a price range between 40-150€.
The Mironian spirit is recognized not only in the shapes but also in the use of primary colors in enamels, combining it with gold and silver finishes.
3. Branding
Like in any co-branding initiative, it has been necessary to make a strategic reflection in the relationship between the brands. Understanding the roles of editor and creator, balancing relevance. Thanks to marketing synergies, ease of management, time and resources, we integrated this new collection into the brand's product and communication portfolio.
All the while we comply the requirements set by Successió Miró, administrative entity of the rights of the artist's works.
Given that there are other brands inspired by Miró's creative universe, it is considered key to use the artist's signature, as a stamp of authenticity. It also turns the piece of jewelry into a new work of art.
4. Communication and display
Communicating the fact that each piece is based directly and faithfully on the artist's work was of vital importance to the project: there was no reinterpretation by the editor. So, with each piece we included a small print of the work from which it was inspired, as well as a brochure that explains the essence of the collaboration.
For packaging we chose a plain box to represent a blank canvas so that it is the jewelry that stands out.
We also worked on a product display for the counter or point of sale showcase with stands of different formats and a stand up display showing the image of the collection.
