The brand was conceived as a fresh alternative to the overly serious world of contemporary accessories, an invitation to wear something beautifully crafted that also sparks a quiet smile.

Fortes Jewellery founder, Maria Eduarda Fortes came to me with the challenge of creating a brand that looks premium, but doesn’t lose it’s edge.

The identity needed to feel modern and assured, while leaving space for the brand’s playful spirit to live comfortably. The logo uses a bold, utilitarian sans-serif wordmark—solid enough to anchor the brand, yet neutral enough to let each product shine.

A purple-to-pink gradient became the chromatic signature. It feels youthful without veering into novelty, echoing the brand’s ethos: elevated design with an undercurrent of joy. The gradient is applied sparingly, used as a soft glow behind photography or a subtle transition across packaging elements.