Stupidly Original Luxury Designed By Estúdio Nusit

by Chloe Gordon on 10/01/2021 | 2 Minute Read

As a challenge to consumers to live by their own rules, trends, and ideas, Stupid is a jewelry brand building a non-traditional jewelry line. With branding designed by Estúdio Nusit, a bold brand needed bold visuals, and the nonconventional yellow and purple color combination paired with oversized typography does just that. Stupid is saying "stick it" to luxury brands by completely changing the luxury world's narrative and visual identity.


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Stupid is the attitude in the form of jewelry. It is an unlabelled accessory brand for authentic, young-minded people. This idea was built during the brand's investigation, which also identified a market that is still awakening for these new consumers.

An f*d* up to luxury! The brand wanted to embrace a new generation of jewelry consumers, men and women who want to shine and don't identify with the cliché of ostentation. This is stupid! Lots of silver, gold and precious stones with an irreverent, bold and strong personality.

The word Stupid brought the tone that the brand wanted, far from proper names (common solution in the premium segment) or erudite terms. On the contrary, it represents the attitude of those who also use fashion as a form of expression.

Live by your own rules, create your trends and your fashion. With the construction of positioning initiated by the name, Stupid has transformed itself into a bold and free studio to build non-standard jewelry and styles. All of this had repercussions at all points of contact for the brand, generating an incredible power of differentiation.

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