Jimena Ríos Joyas



When Jimena Ríos approached me, she expressed her desire of upgrading the brand to a much more modern style without losing her essence. Based on this requirement I developed an elegant and flexible identity, with a sans serif typeface to keep the brand neutral and give it a chance to evolve, in the long run, with new designs for their packaging and other printed pieces.


Jimena Ríos is a jewelry designer with more than fifteen years of experience. She is located in Buenos Aires, Argentina, even though her brand indulges American and European audiences as well. Her pieces are carefully designed and distinctively handcrafted using mixed metals, corals and other decorative natural stones in her in-house workshop. The results are unique pieces influenced by geometric forms, nature, childhood memories and heritage.

For this project, it was very important to create a branding that would emphasise the simplicity, elegance and detail oriented work of the Jimena. The goal was to develop a brand that was convincing, sober, and above all, portrayed her vision, all this without competing with her imposing designs. I selected a color palette based mainly on black and white since all of her pieces are very colorful. Therefore the implementation of a natural unbleached paper in all the pieces, and a slightly yellowed tone in web and digital presence.








The work concludes with the complementing side of Jimena Ríos, which is Taller Eloi. Taller Eloi is a workshop space organised by Jimena, where seminars and courses are dictated, related to jewelry making and its history. Here the aim was to create a brand that would represent their way of thinking in relation with their creative process. I delivered a simple but powerful identity based in two typographic elements: a geometric sans serif used with a firm grid in combination with a strongly edged serif font, together they represent the brand’s innovative and fresh personality without missing the respect for heritage and craftsmanship.