Making meaning
with Maalo

OVERVIEW

Maalo is an ethical jewellery brand, born in Mexico, handcrafted in London. The brand is for conscious jewellery wearers who like their jewellery to come with a meaning, a backstory, and a purpose beyond just looking stylish.

CLIENT

INDUSTRY

Jewellery, Sustainability

SCOPE

Brand Strategy, Brand Story

BRIEF

RESEARCH & UNDERSTANDING

Competing with many other sustainability-focused brands in the jewellery space, there was an opportunity to really lean into storytelling – and Maalo’s heritage – to give the brand a strong purpose. Maalo jewellery have a certain rawess to them – the marks of the maker are evident in each piece, which means each piece is a one-off. This authenticity would need to be reflected in the verbal identity and overall brand strategy.

KEY INSIGHTS

Maalo creates with nature, making meaning out of nature’s heirlooms – whilst respecting its rich history, beauty, and character. As a brand, Maalo has a deep awareness of the world around them. They appreciate that good things take time, and that each customer is here because of the many tiny decisions that led them there.

Wear your story.

Wear your story.

Meaningful mementos over seasonal statements.

Being an ethical brand, I needed to convey the message that Maalo is conscious of the past (nature’s history), and of tomorrow (their evolution into a fully sustainable brand). This led into the idea of telling nature’s story, whilst enabling customers to create their own story and meaning from the jewellery. Focusing on meaning and memories over seasons and trends strengthened the message. Avoiding overly ‘sustainable’ messaging and staying true to the brand and its designs was important.

Montserrat, Founder & CEO, Maalo

“As a small independent business, investing in brand is a big deal but after working with Sarah I can say now it's totally worth it. It's given us a sense of direction and aligned our vision for the future. I can't wait to fully embrace it and put it into action.”