Demba Jewellery.
Demba needed a rebrand to establish a stronger market presence ahead of the brand's debut at Oslo Fashion Week. We aimed to bridge the brand's Scandinavian minimalism with the brand's West African heritage.
Scope
Client
The icon blends the “O” from Oslo and the “D” from Demba into a single form.
Inspired by the round, open shape of the melting pot used in the silver casting process. Its lines echo the streets of Bakau, Gambia, home to the founder’s childhood and the brand’s workshop.
We explored multiple design directions through workshops, mood boards and iterations, ensuring the final concept aligned with the brand's values and together with photographer Emma Sukalic directed an editorial to set the course for the future of the brand.
In West African traditions, jewelry making is often a generational craft, passed down through lineage and apprenticeships.
By placing the founder’s father at the center of the rebrand, Demba honors the source of its skill. He represents the "starting point" of the jewelry, the heat of the workshop in Bakau and the traditional silver casting process, long before the pieces ever reach a showroom in Oslo.
A curated selection of projects that reflect our commitment to simplicity and purposeful design.
