Lu Rubenich Semijoias

Lu Rubenich is a branding project to a semi-jewelry small store, located in Indaiatuba, a small city near Sao Paulo, Brazil. The founder, Lu Rubenich, desires an authorial and clean brand but with a bit of romantic look to meet the modern women needs.



We thought, at first, to create a “Lu” signature lettering to strengthen and highlight the name that she was recognized. Than we put the full name from above on a very classic and elegant typography valuing its style of semi-jewelrys. The use of a discreet color palette, consisting of black, gray, nude and a very elegant dark green complemented the design.


We made some sketches of the signature and chose the typography style to arrange the entire logotype and the variations. On a second step, we create the texture, made some tests with colors and define the final color palette. After all we apply it to all the visual identity elements.




After some interviews and brainstorming with our client we define some touchpoint that must drive the entire design. The main point is understand the audience on a perfect way to get the fine tuning and connect the brand values and style. And we only achieved this with arduous research and many experiments.

Silvio Fancio

Small design studio, located in Brazil, specialized in branding and packaging.