Klein
A nail studio identity built around confidence, warmth, and quiet precision.
Maria Maria®
A decade-old jewelry brand, rebuilt to finally match its own confidence.
Design
Eternull Media
Direction
Abdul Hannan
Founder & Creative Director
Client
Maria Maria
Year
2024
Overview
Maria Maria is a semi-jewelry brand built on a simple belief: that self-care, worn daily, makes for a lighter life. Approaching its tenth year, the brand had never significantly invested in design — its communication no longer matched its ambition.
The rebrand needed to align strategy with visual language, giving Maria Maria a point of view strong enough to differentiate it in a market of look-alike jewelry brands. We anchored the system around a botanical monogram — a quiet symbol of growth and self-worth — rendered in a palette of warm neutrals and soft gold.
Every touchpoint, from the letterpress business card to the tissue-lined packaging, was rebuilt to feel earned rather than decorative — elegant, considered, and unmistakably grown-up.
— A decade of trust, finally given a visual language.
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Challenge
After ten years without a real design investment, Maria Maria’s communication had drifted from its essence. The brand had loyal customers but no visual equity — nothing that separated it from newer, louder competitors.
- Rebuild visual equity from near zero, without alienating existing customers
- Translate a decade of trust into a modern, differentiated identity
- Design a system elegant enough for semi-jewelry, durable enough for daily packaging volume
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Strategy
We repositioned Maria Maria around self-care as a daily ritual, not an occasional indulgence. That single idea shaped everything — a botanical monogram standing in for growth, a restrained palette standing in for confidence rather than excess.
- Repositioned around daily self-care, not occasion-only jewelry
- Built a monogram system flexible enough for packaging, stamping, and embossing
- Chose a palette of warm neutrals to read premium without excess
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Identity System
A botanical monogram anchors the system, paired with a refined serif for headlines and a quiet sans for supporting text. The palette leans on soft gold, cream, and near-black — elegant across foil stamping, letterpress, and embossed leather.
Key Elements
- Botanical monogram symbolizing growth and self-worth
- A refined serif and quiet sans pairing for editorial warmth
- A soft gold, cream, and near-black palette built for foil and emboss
Brand Applications
Elegance that holds up at packaging volume.
Packaging & unboxing
Stationery system
Product tags & labels
Gallery
Selected work from the series
Drag to explore
01 / 9 Product photography.
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Outcome
Ten years in, Maria Maria finally has an identity that matches the trust it took a decade to earn — a system built to carry the brand into its next chapter, not just repackage its past.
Eternull didn't just redesign our packaging - they gave language to something we'd always believed but never articulated. Customers now describe us the way we always hoped they would.
Founder
