—KARAT CAKE JEWELLERY

A High-Fashion Brand for a High-Karat Jeweller

Sisters Mase and Rheem began creating jewelry more than two decades ago when their family moved to Cairo, Egypt. After achieving success as the original creators of the gummy bear charm and their sweets-inspired fine jewellery, they were ready to elevate their brand with a new logo, look and website.

  01

BRAND STORY

Karat Cake is a play on the decadent sweetness of nature’s candy— raw, unheated and never treated gemstones; and captures the bold, bespoke and 80's glam lovin' spirit of this sister duo.

  02

THE LOGO

The sisters wanted a typographic logo and monogram suitable for a big fashion-house brand—the likes of Louis Vuitton. Inspired by their signature pieces, we nested gemstones into the letterforms.

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To bring a personal and more meaningful element to the brand, the seven-pointed star was nested into the logo monogram.

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  03

DESIGN ELEMENTS

A gem-inspired color palette of rich emeralds, golds and rubies reflects the brand’s precious stones and the sisters’ love for 80’s glam.

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Geometric patterns and icons add texture to the brand and were created using the unique architecture and anatomy of Karat Cake’s signature pieces.

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The type brings a lot of personality and visual interest to the brand with sophisticated, modern serifs.

  04/05

BRAND VOICE + ACTIVATION

The brand is activated through playful messaging and a newly launched website featuring Maisam’s high-fashion film photography and the Sweet Shop—a made-to-order product lookbook.