A bold new identity for modern men’s jewellery
Task
To create a bold, modern brand identity for a men’s jewellery label that balances classical inspiration with contemporary appeal, positioning it effectively for Mumbai’s urban market.
Adonis Sterling is a Greek-inspired men’s jewellery brand based in Mumbai. The brand aims to blend classical elegance with a bold, modern aesthetic—appealing to a growing urban male audience seeking self-expression through statement accessories.
Create a brand identity that stands out in Mumbai’s saturated jewellery market, where most men’s brands lean overly traditional or flashy, and instead resonate with a new generation of style-conscious male consumers.
Design a bold, modern identity that positions Adonis Sterling as a premium yet approachable men’s jewellery brand.
Style-conscious urban men (20–35) in Mumbai seeking minimal, modern jewellery with personality.
As the sole branding advisor and designer, I collaborated closely with the founder and stakeholders to define the brand’s identity and voice. I created a comprehensive brand deck that guided the development of the logo, packaging, website and the overall visual system.
I rooted the identity in Greek mythology (Adonis) to evoke timeless masculinity and beauty, but balanced it with a minimalist, modern tone to appeal to a Gen Z and millennial audience. Every design decision—from typography to packaging—was crafted to reflect understated confidence.
A vibrant yet refined cobalt blue was chosen to convey trust, quality, and boldness—standing out in a space where gold and black dominate. It signals premium but modern.
The serif typeface for “ADONIS” adds heritage and classic strength, while the geometric sans-serif for “sterling” introduces softness and modernity—symbolizing the balance between power and subtlety in the brand’s personality.
The logo combines elegance and restraint. The custom “As” monogram works as a secondary mark for embossing, stamping, and brand recall—adding flexibility across media.
In Mumbai’s jewellery market, men’s accessories are often underbranded or overly flashy. Adonis Sterling fills a unique niche—offering thoughtfully designed silver jewellery for men who value style, minimalism, and story. The identity system positions the brand for both retail growth and digital-first marketing.
Brand Identity System
Logo & Monogram
Business Cards
Social & Print Collaterals
The branding helped position Adonis Sterling as a confident new entrant in Mumbai’s evolving men’s fashion space, with a strong identity system that’s versatile across digital, print, and packaging.