Muu
. ....
2023-2024
Art Direction by Joy Karlström (me), Bianca Forsblom, and Strategy by Leah Eid, Alexandra Persson.
Art Direction by Joy Karlström (me), Bianca Forsblom, and Strategy by Leah Eid, Alexandra Persson.
MUU is a jewellery brand that transforms everyday irony into unique jewellery pieces, combining Scandinavian simplicity and Italian craftsmanship.
Art Direction &
Web Design
Web Design
Social & Web
Brand Website
& Content
Brand Website
& Content
The rebrading started with a new website, combining minimalistic graphics with the brand's eccentric tone of voice, and features both products, behind-the-scenes material and web-exclusive content.
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The brand's two signature pieces (that are inspired by cows) are called 'Eppu Ring' and 'Friday Earring', illustrating a cattle nose ring and a cattle ID tag. Each piece of jewellery is handcrafted by Italian artisans, and is available in 925 silver and silver plated brass.
The brand believes that inspiration can be found in the weirdest places and that true beauty only emerges when you embrace life's eccentricities. Humour and sentimentality intertwine seamlessly in each of the brand's signature pieces. They are more than just accessories; they are treasured symbols of shared jokes, memories and experiences.
