Self-created sustainable jewellery, the Gen Z way

Brand Strategy + Naming & Identity design + Brand Narrative + Digital Assets + Print + Packaging

The background

The commitment to never be like a fast fashion brand. The vision and technology to live the commitment.

Before we begin the journey of this brand’s creation, there’s a meaningful purpose that the business owners shared us: The whole business approach stands as a counterpoint to the inevitable thrust for overconsumption that fast fashion brands need at the core of their business growth.

The promoters here, were clear that when customers will design and create their own products there won’t be over production. Top this up with all recycled materials and sustainable practices across the value chain.

We had to express this passion and purpose as a brand.

Our strategic approach

Leveraging our Discovery Process, we studied the macro trends surrounding sustainability as a consumer driver – not only fashion and jewellery but also electronic bikes and solar panels! Research bedrock was also the digitally native brands in the category and their practices. But most importantly, we gleaned the decision triggers and brand preference motivations for the Gen Z.

Pragmatic decisions, ability to discover a good deal and caring for the planet – there are multiple facets that emerge. The ability to vibe with a brand’s ethos and caring not only for the big things but the small aspects too, makes a brand endearing. “Believe in every little good’ – the brand narrative is a simple, universal exposition of doing our little bit of good for the planet.

‘Sustainable Craft’ – Sucra.

Naming and Identity

A cohesive identity system built on fundamentals

‘Sustainable Craft’ – Sucra. The positioning-led brand name derives from the core aspects of sustainability and design. The pun of ‘sucran’ (gratitude) is a hidden layer which the brand will be able to leverage in the future.

While the name is rich, meaningful and layered, the sound is simple and relatable. Every aspect of the brand identity is deeply connected to its brand core. The core identity design is derived from the double spiral – a symbol of balance.

To ‘Believe in every little good’ is to take the judgement out of the impact of our next, small good step. As people, organization and brand we celebrate our ability to care for our world in every small step we take. Every day. All our lives.

We believe that the most precious things on earth are not its rare stones and metals, but rather it’s the joy of life itself. Which is why, in all we do – we are die-hard sustainable.