Cypresia
An independent jewelry brand inspired by transformation, fantasy, and self-expression. I led the brand from concept through product design, visual identity, digital experience, and physical retail—creating a cohesive system that connects storytelling, craft, and commerce across every touchpoint.
Building a Brand as a World
Released
Feb 8, 2024
My Role
Founder, Creative Director
Scope
Tools
We began by creating a memorable brand name and identity. The multilingual website difficulty in Framer was met with dynamic translations for English and German audiences.
With the help of Framer's CMS, we created distinctive service pages with volume and cost calculators, a user-friendly blog, and an easier-to-navigate careers area. All touchpoints, including tangible branding such as business cards and car decals, were kept consistent with the brand.
We created a smooth, user-aligned website for ElevateHub by carefully organising everything and making use of Framer's features.
The Challenge
Designing a brand that lives at the intersection of fantasy and wearability required careful balance. The visual system needed to feel bold and otherworldly without alienating everyday customers, while the product design had to remain lightweight, durable, and comfortable.
At the same time, the brand needed to scale across multiple environments—social media, e-commerce, and physical markets—without losing cohesion or clarity.
I developed a flexible brand system rooted in transformation and symbolism. Inspired by moths, butterflies, and natural forms, the identity embraces depth, texture, and contrast while maintaining structure and usability.
By treating Cypresia as a complete ecosystem rather than a single output, I ensured that each touchpoint—from packaging to UI—reinforced the same emotional experience.
Designing for Self-Expression and Belonging
Cypresia is designed for people who use fashion as a form of personal storytelling. The audience includes women, non-binary individuals, and members of the LGBTQ+ community who are drawn to alternative fashion spaces such as fairycore, festival culture, rave fashion, and handmade art.
Rather than targeting a single aesthetic, the brand supports a spectrum of self-expression—allowing customers to engage with Cypresia in ways that feel authentic to their identity.
A System Built on Transformation
The brand system was developed around themes of transformation, movement, and symbolism. Drawing inspiration from moths, butterflies, and organic forms, the visual language balances richness and restraint—layering texture, contrast, and structure to create a flexible, scalable system.
Every element was designed to work together, ensuring consistency across physical and digital touchpoints while leaving room for evolution.
Expressive, Structured, and Scalable
We chose a colour scheme of dark blue, grey, and white to symbolise purity, trust, and balance. This choice reflects the company's commitment to providing dependable, uncomplicated service.
To enhance the brand's modern identity, we chose the Switzer font because of its legibility and contemporary attitude.
Designing for Movement and Comfort
Cypresia’s jewelry is designed to move with the wearer. The winged earring format faces outward from the face, creating visual impact and motion while remaining lightweight and comfortable.
Material selection and construction were carefully considered to ensure durability, water resistance, and accessibility—making expressive design wearable in everyday contexts.
Storytelling as a Growth Strategy
Cypresia’s growth was driven primarily through organic social content rather than traditional advertising. By focusing on storytelling—highlighting process, product movement, and personality—the brand built trust and visibility within its community.
This approach resulted in strong engagement and international reach, reinforcing the effectiveness of authentic, design-led marketing.
185,000+
TIKTOK
FOLLOWERS
1.8M+
tiktok
views
309,000+
tiktok
likes
An Immersive but Intuitive Interface
The digital experience translates Cypresia’s visual identity into a clean, approachable e-commerce environment. Layout, hierarchy, and imagery were designed to support both storytelling and usability—allowing expressive visuals to enhance, rather than overwhelm, the shopping experience.
User Flow
Wireframes
Final Screens
Modular Wooden Systems Built for Movement
Modular wooden displays were designed and fabricated to support portability, durability, and visual cohesion. Laser-cut plywood construction allowed the system to adapt across markets while reinforcing the brand’s natural, handcrafted aesthetic.
Translating the Brand Into a Spatial Experience
Booth layouts were designed to guide flow and encourage exploration within limited space. Thoughtful placement, vertical variation, and branding ensured a cohesive and inviting retail experience across venues.
A Cohesive Brand With Room to Grow
Cypresia evolved into a fully realized brand system with a strong visual presence, engaged audience, and scalable production process. The unified approach across product, branding, and experience helped establish recognition, trust, and long-term growth.
Designing Holistically, Not in Pieces
Cypresia reflects my approach to design as a holistic practice—where strategy, storytelling, and execution work together. The project reinforced the importance of building systems rather than isolated assets, and of creating brands that feel both emotionally resonant and functional.
2X
total
Orders
20
Boost In
User Engagement
2%
website
conversion rate
