maro
A jewelry brand born from the desert, named, branded, and art-directed from the ground up
Client
maro - KK Jewels
Service Provided
Brand Naming, Brand Identity, Art Direction
Year
2023
maro Fine Jewelry is a jewelry brand that marks the first Middle East branch of KK Jewels, a long-established Indian jewelry house. The brand was built entirely from scratch. There wasn't even a name yet, so the project began with naming After a round of brainstorming, I chose the name maro, read in Arabic as "مرو": a quartz stone often called the diamond of the desert. The name roots the brand in the region while speaking directly to the world of precious stones
The logo is a simple typographic wordmark in which the letters flow into one another: the tail of the "a" becomes the stem of the "r", and the "r" loops into the "o". That connection reflects the bond between the brand and its customers. The "o" represents the stone itself, bringing the story behind the name directly into the logo The color palette was chosen to set maro apart from other jewelry stores. A calm teal blue brings a sense of comfort, while a warm terracotta orange, drawn from the tones of desert sand, expresses the strength of a brand born from the heart of the desert
Beyond the identity, I served as the brand's art director, shaping its photography and social media. The imagery is moody and intimate, with soft, low light and a subtle film grain that let each piece glow against fabric and skin, reflecting the luxury, distinction, and exclusivity at the heart of maro
