Anneal: marked for life.

Recycled-gold fine jewellery, London. Jewellery was luxury's fastest-growing category in 2025, yet DTC brands still ask buyers to take provenance on trust. Britain has had a better answer for 700 years: the hallmark. Anneal strikes its own row into every piece and documents the gold to the gram.

Project: Self-initiated
Sector: Fine jewellery
Market: London and online
Brand book: 79 pages

Anneal is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.

The brief

Positioning before pixels.

For people marking milestones, Anneal is the London fine jeweller in recycled gold and lab-grown diamonds that hallmarks and documents every piece, because trust in gold should be checkable.

Tagline: Marked for life.

The idea

A hallmark is a promise struck into metal. Anneal makes the hallmark the brand: every piece marked, every gram accounted for.

Anneal graphic language page — Graphic language, from the brand book

Creative directions

12 directions, one choice.

After research and strategy, we explored 12 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system. Shown: the chosen direction and three alternatives.