Keiko Hayashi already had an established semi precious jewelry line based in Honolulu. After deciding to make a move to Los Angeles, she also wanted to expand her offerings and create a new luxurious collection of 18K gold jewelry. That is when she turned to Flat 6 Concepts for a new brand identity, packaging design and web presence. We were inspired by her delicate, simple designs and we wanted to create a word mark that would be indicative of that. The result was a harmonious font that is flexible and chic. Set in a matte gold for signage, and grey and white for print, the word mark can be played down or up while retaining its simple, modern yet sophisticated feel. And that is exactly what Ms Hayashi’s aesthetic is all about.