Danish born Helene Adelstorp is living in Bali, Indonesia for over 20 years. On this magical island she produces Sterling Silver jewellery & Black Lava stone jewelry under her HeartCore Design label. Her unique selling point includes the inspirational words etched onto each of the pieces she produces. They serve as daily reminders for the people wearing Helene's jewelry. The Lava Stone bracelets and Mala necklaces are made from real lava stone found at volcanoes, a stone that still holds the power of the magma inside it. The materials and words she uses are favourite among Helene's spiritual and yoga minded target audience.
The designs reflect her contrasting lifestyle, between her clean Danish style and structured grounding ant he unconventional and traditional influences of tropical Bali. After many hours of researching and gaining insight into her background and brand history, we came up with the brand's new slogan: "Life is all about balancing the contrasts."
Work in Progress
Helene initially got in touch with me to help her produce a new product photoshoot for her upcoming collection. Once we did that, we realised the untapped potential for her brand to grow massively. And so, a rebranding was in order for the brand to become appealing to a more mature and, sophisticated and, global audience. This meant carrying out a market analysis, designing a new logo, developing a website and coming up with a social media strategy.
Together we've found that geometrical shapes were a great representation of her style. We achieved this artistic direction by connecting lines that illustrated the fine balance between Bali & Denmark and incorporating the line patterns to create the shape of a diamond. We decided to maintain the 'heart' as the centre-stage of her branding an important part of her brand's name. After some conceptualising and sketching I presented my ideas to Helene. One of them really stood out and the new direction was born.
We have transformed the brand into one that appeals to a broader audience. This new concept has been applied to the new logo, business cards, visual merchandising, photoshoots,
packaging and a new website.
I am currently managing digital
marketing for HeartCore Design,
from social media to its Etsy shop, and creating unique content for Helene's email marketing and advertising campaigns.