Brand Strategy / Creative Direction
carle_mil
PROJECT TYPE
Co-Founded Brand
BRAND
Carle_mil
ROLE
Co-founder: Brand Strategy & Creative Direction
YEAR
2023
DEFYING THE NORMS OF FINE JEWELRY
carle_mil was founded as an exploration of jewellery beyond conventional fine jewellery codes. Rather than emphasising delicacy and polish, the brand prioritises presence, weight and materiality.
The identity system was built to support this shift — reducing visual noise and allowing proportion, texture, and materiality to carry the narrative.
The ambition was to establish a clear and consistent point of view — challenging traditional ideas of elegance through bold proportions and raw textures. Each collection builds on this foundation, positioning jewellery not as ornament, but as a deliberate expression of identity and attitude.
FOUNDING PHASE - FIRST 6 MONTHS
In its first six months, the brand moved from concept to market — generating organic growth and cultural visibility.
• Three collections released
• 4,500 organic Instagram followers within six months
• Three major launch events
• Worn by Danish and international musicians and creatives
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TEXTURE TRANSLATIONS
Texture became a central brand device — translating raw, everyday materials into sculptural forms that defined both product and visual storytelling.
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The identity was built through reduction. A monochrome palette and disciplined typographic system create a neutral framework that allows form and materiality to lead. The fluid logotype introduces subtle softness within this restraint, ensuring adaptability across collections.
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EXPRESSION
The jewellery is bold and sculptural. Imagery highlights texture, scale and attitude — positioning the pieces as expressive objects rather than decorative accessories.
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JUICE
The collection introduced more experimental forms and textures, presented in raw and unconventional settings to emphasise transformation over polish.
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TEXTURE TRANSLATIONS
Capsule vol. 2
COMMUNITY
