MIUZ jewellery factory

May 2021

Moscow Jewelry Factory, one of the leading Russian brands with a hundred-year history. In 2021 LINII have updated the name, logo and identity of the company.

Our team analyzed similar successful cases and conducted a brand audit using Retail 360° author’s methodology. There was also a study of premium codes in the jewelry industry, which helped to embed the identity in a higher category.

At the first stage of the project LINII developed naming: we proposed a new abbreviated English name MIUZ. The "Diamonds" descriptor emphasizes the specialization in the production of diamond jewelry. The slogan "All facets of perfection" applies to women who wear these gems.

Especially for the project, a unique font logo was developed — a classic triangular-shaped serif. This decision reflects the brand aristocracy and shows the modern vision of the company. The signature colors in the palette are a deep graphite shade and warm golden tones.

LINII developed the MIUZ Diamonds brand in a perspective of the further growth and development of the jewelry company for several years to come.

Especially for the project, a unique font logo was developed — a classic triangular-shaped serif. This decision reflects the brand aristocracy and shows the modern vision of the company. The signature colors in the palette are a deep graphite shade and warm golden tones.

LINII developed the MIUZ Diamonds brand in a perspective of the further growth and development of the jewelry company for several years to come.