SARRA HMS

2015 | Design Communication

Sarra HMS combines abstract and surreal objects within a classical jewelry brand. Using a variance of precious stones and precious metals the pieces are designed as collections. Each collection focuses on a different sense of femininity.

The brand inspiration came from the Art Deco era. The eclecticism that characterized that era was evident in its music, inventions, lifestyle, and fashion. By observing the cuts on the precious stones and the forms it created, we took reference from the regal yet the machine-like quality of the Art Deco style. Utilizing the details of this period we developed a logomark based on the designer’s initials. The brand hoped to exude joy, nobility, and splendor. The translation of the systematic, yet ornamental lines found in the Art Deco technique became the basic component behind the creation of the whole visual identity.

SARRA HMS 2015®

CREATIVE DIRECTOR: KHOLOUD SHARAFI
PROJECT MANAGER: LUJAIN ABULFARAJ
LEAD DESIGNER: CLAUDIA RIVERA
SUPPORT DESIGNER: MARCELA MUÑOZ