VERLAS

Luxury, delivered home

Verlas is a disruptive fine jewelry brand built to bring luxury to the masses. Working direct from the source, with ethically sourced materials from world-class mines, Verlas crafts solid gold and platinum pieces with earth-born and lab-grown diamonds, turning one of life's most treasured purchases into a one-of-a-kind buying experience. Ruckus was tasked with the full brand build from July 2018 to May 2019: identity, packaging, and a responsive e-commerce experience.

An iconic purchase, built entirely online

An engagement ring is one of life's most treasured possessions, and every touchpoint had to feel worthy of the moment it marks. Customers needed to see and try fine jewelry in person while still paying e-commerce prices and never visiting a store. And the brand had to be built from scratch, logo, identity, packaging, and website designed as one cohesive system that could carry luxury online.

A foreverlasting impression

The Ruckus brand team built its understanding of the space through workshops with key project stakeholders and market research: competitor audits, target demographics, and customer personas that shaped the positioning strategy. From there, Ruckus workshopped a new logo that spoke to Verlas's luxurious products and modern style: a stencil-cut serif wordmark crowned by the V monogram, carried from embossed keepsake boxes to the site header, engraved, foiled, or printed.

Guidelines followed, establishing a cohesive identity as the foundation for every aspect of design, from overall brand tone to iconography. Colorways for primary, secondary, tertiary, and accent colors, deep navy, Verlas lavender, blush, and cream among them, govern the logo, website, packaging, and collateral, extended into business cards and stationery.

Every experience got its own vessel

Ruckus created packaging and presentation designs that accented the beauty of the brand while working hard on functionality and materiality: minimalist and elegant, with the emphasis placed on the jewelry itself. The Keepsake Box pairs a mirrored lid with compartments for a growing collection, and the Try-At-Home Box carries three mock rings to the customer's door and home again. Discreet cardboard shipping containers, retail paper bags, and the cards and envelopes placed in every shipment keep the experience premium and personal from factory to front door.

Designed down to every conceivable detail

Ruckus compiled hundreds of user stories to correct pain points and maximize functionality, then moved through low-fidelity wireframes into high-fidelity designs, with user experience, packaging planning, and product planning all happening concurrently. The signature Try-at-Home feature lets customers order product and keep what they like: three mock rings, seven days, shipped and returned for free, so they see the products in person while still paying e-commerce prices.

The identity Ruckus built leads everywhere Verlas shows up, from the embossed box to the site header at verlas.com. Keepsake boxes, try-at-home kits, discreet direct-from-factory mailers, and print collateral all rolled out to market, and Try-at-Home remains a signature Verlas service as the brand keeps selling sustainable luxury in solid gold and platinum, direct to the home.