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.

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.