MEJ (Maggie Edimoh Jewelry) is a luxury brand dedicated to women who are both strong and delicate. As Maggie herself describes, “it takes a very special piece of jewelry to beautify the mindset of a woman, to empower her beliefs and reveal her soul.” When designing the visual identity for her business, we took the concept that stands at the ground of her business as the main guideline. We aimed for a design that combines through geometry and typing two apparently opposing ideas: strength and fragility. Strength and heaviness are achieved by using a full black circle as a base for the logo and grace and delicacy by using a simple and clean font. The geometry of the design emphasizes the concept of simplicity which describes the brand’s products. The circle is, in our vision, the perfect element to encompass what MEJ is all about: the metamorphosis of a feeling, of a moment that can last forever.