Vena Amoris

Brand Identity, Photography, and End-to-End Digital Development

Context

Vena Amoris began as a passion project—born from a deep love for ancient symbols, handcrafted rituals, and the enduring emotional weight of fine jewelry. As the brand evolved from blog to boutique, it needed a visual identity and digital presence as thoughtful and intimate as the pieces themselves.

Challenge

Build a complete brand system that captures the soul of the collection: romantic but not saccharine, mystical without artifice, rooted in history but designed to last. Every design decision—from logo to layout—was made to honor the quiet power of intentional adornment and reflect the handmade nature of the work.

Approach

Craft a timeless identity system and full e-commerce experience that positions Vena Amoris as both heirloom-worthy and emotionally resonant. The logo references ancient manuscripts and sacred geometry, while the site evokes a modern reliquary—clean, tactile, and deeply personal.

I led creative direction, designed the logo and all imagery, built the full Shopify site, and developed cohesive digital touchpoints across social and packaging.

Execution

Vena Amoris isn’t just about jewelry—it’s about connection. Each piece begins as a hand-carved wax form, infused with history and made for future memory. My goal was to extend that same ethos across every brand touchpoint.

The identity leans into typographic heritage and ritual symbolism. The logo’s ligatures reference the “vein of love,” while subtle serifs evoke engraved metal and sacred texts. The site uses soft shadows, editorial white space, and intuitive UX to let each piece—and its story—shine.

Logo & Identity:

A custom serif wordmark with symbolic ligatures and a supporting monogram system. The hero typeface, Garamond Pro, was chosen for its timeless elegance and classical roots. Its refined serif structure echoes antique engravings and hand-carved lettering—an intentional nod to the heritage of bridal jewelry and sacred ornament.

Website

Designed and developed a responsive Shopify experience with custom styling, metadata optimization, and intuitive navigation

Social & Visual Assets:

Social media is the first storefront for today’s customers, so we built a cohesive visual language optimized for digital storytelling. I drew from my love of classical Renaissance painting and romantic whimsy, shooting 75% of the content in natural light to highlight the organic textures of each stone and the tactile beauty of the work. From launch templates to reviews and behind-the-scenes stories, each asset invites the viewer into a world of imperfection, intention, and intimacy—standing apart in a space saturated by CG renders and polished illusion.