Evolving the Brand Identity of Lott Gioielli

CLIENT
LOTT GIOIELLI

design

branding

Alpha Tango partnered with Lott Gioielli, a Dutch jewellery brand known for its colourful statement earrings. The goal of the collaboration was to evolve the brand identity, creating a sophisticated and contemporary visual system while staying true to Lott Gioielli’s handcrafted character and heritage.

YEAR
2024

role
Branding

WITH
HANNAH DE GROOT

CHALLENGE

Lott Gioielli sought a refreshed identity that reflected its strong personality and craftsmanship, while offering the flexibility needed for digital communication. The challenge was to balance the brand’s vibrant, expressive product line with a visual identity that conveys authenticity, quality, and a warm sense of heritage.

Color Palette: Warm & Southern

We created a color palette rooted in southern Italy. Warm tones, sunlit neutrals, and summer-inspired hues. To align with their product range, we added vibrant accent colors that reflect their bold jewellery designs. This combination results in an identity that feels elegant, warm, and unmistakably Lott.

Design

We redesigned the wordmark using inspiration from classic Italian street name signage, referencing typography commonly seen in cities such as Naples and Milan. A serif typeface was introduced to evoke craftsmanship and timeless quality, and a sans serif for modern clarity and readability.

Positioning

We aligned the visual direction with Lott Gioielli’s four core values: Magic Touch, Unexpected, Iconic, and Dedicated. These values guided the tone, expression and photographic approach throughout the identity. The photography focuses on women with a confident and iconic presence: refined, composed and subtly expressive.

Digital Brand Expression

We developed a set of Instagram story templates, the system ranges from photography-led layouts to more expressive templates that use the brand’s colours and geometric forms. This allows Lott Gioielli to switch between an editorial, understated look and a more playful expression that reflects their statement jewellery.

SOLUTION

The result is a renewed identity that reflects Lott Gioielli’s characteristics of craftsmanship, elegance and individuality. By combining Italian influences with modern design elements, we created a visual system that feels iconic yet accessible, offering the brand clarity, consistency and space to evolve.

N Brands

Branded Commerce Experience

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