The Adina’s Jewels team approached us when sales and site traffic were steady but the conversion rates were not meeting expectations. Based on our in-depth review of customer demographics, a survey and website data, our recommendation was two-fold: refine the visual brand identity and apply it to a completely new and fully customized Shopify theme. The goal was to elevate the brand and optimize the website and user experience. In essence, to bring the company from small startup to an established brand.

Adinas Jewels

JPD transformed my vision into a reality by understanding my ideas/goals alongside our consumers' values.

Adina KamkhatchiFounder

01. Strategy

The strategy work included a deep dive into the market with a focus on direct competitors. We reviewed the customer pain points and compared Adinas’ customer experience to those of competitor brands. By gathering feedback directly from the customers via a custom survey, we were able to hone in on the areas we needed to refine and develop the solutions to increase brand trust and visibility while also streamlining the brand experience – from marketing to receipt of the product.

02. Visual Identity

Our main goal was to elevate the brand visuals to reflect where Adinas stood today in the market. Instead of doing an entire rebrand, we wanted to stay true to what made the brand a success but refine it to create a modern, minimal, and sleek logo with an expanded visual identity. Once the logo was designed, we integrated customized, polished typography and created a minimal but impactful color palette. To complete the new brand we needed to tie in all elements that made up the new visual narrative. As part of this work, we worked closely with the Adinas Jewels team, consulting on the styling and direction of the photoshoots, packaging design and marketing campaigns.

03. Ecommerce

Moving into the website process, we provided our Shopify theme recommendation based on the established website goals and functionality needs. One key consideration was that a large part of their website traffic came from mobile. Keeping this mind, we reworked the overall information architecture of the site with a focus on mobile UX/UI. After establishing the new site map and product category hierarchies we began the site design. We integrated plugins to support our data analytics tracking in order to further optimize the customer experience and increase sales.

Color Palette

Dusty Rose


Adinas Jewels Packaging
Adinas Jewels Packaging

In addition to the website’s advanced functionality and sleek design, the team was incredible to work with! JPD met every deadline and offered quick and effective solutions to any challenge I threw at them.

Mayer KamkhatchiCEO

Services Provided

Brand Strategy, Logo & Logomark, Website Design

Team Roles

Jessica Perilla – Brand Strategy & Design
Julia Vallois-Greenberg – Brand Strategy & Design
Yaritsa Arenas – Brand Strategy

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