Visual Identity
Description
A week long luxury campaign for Cudoni’s Queen Platinum Jubilee celebrations, spotlighting British heritage brands through jewel inspired graphics and a refined royal colour palette.
Context
As Lead Designer, I developed a modern, product-led visual direction that celebrated British luxury without leaning on clichéd imagery. Inspired by the 10,000+ gemstones in the crown, I created dynamic, jewel-like shapes to frame Cudoni’s products across Instagram and the website. The result was a clean, elegant series that elevated engagement, drove traffic and reinforced Cudoni’s status as a curator of timeless British style.
When the Queen’s Platinum Jubilee arrived, Cudoni wanted to mark the occasion in a way that felt both celebratory and true to the brand’s luxury positioning. As a platform that works with over 1,000 high-end labels, the aim was to spotlight British heritage brands and the UK’s leadership in luxury without resorting to predictable symbols like Union Jacks or royal portraits.
I began with research into the Jubilee itself, digging into its iconic imagery and symbolism. The discovery that the crown holds over 10,000 gemstones, each unique in shape, size and colour, sparked the creative direction. Instead of overt nationalism, I would create a product-led campaign, using jewel-inspired shapes and patterns to subtly reference the royal connection while keeping the focus on Cudoni’s luxury offerings.
The art direction centred on a refined colour palette: red, white and blue for national pride, gold for wealth, white for purity and purple for royalty. I drew further inspiration from a photograph of the crown under a spotlight, where the jewels cast sharp, triangular reflections. This detail evolved into a dynamic graphic pattern, gemstone-like shapes framing each product image, adding depth and movement without overpowering the luxury items themselves.
The campaign ran across Instagram and the Cudoni website for a week, featuring a rotating spotlight on British brands. The result was a series of striking visuals, clean, elegant and festive where the products took centre stage but the Jubilee’s prestige was unmistakably present. By blending subtle national symbolism with bold, modern graphics, the campaign boosted engagement, drove traffic and reinforced Cudoni’s position as a curator of timeless British style.
