JEWEL
A rebrand for a window-covering specialist in the project market — from an outdated identity that no longer reached its audience to a calm, monochrome 2026 system, headlined by a new website, that positions JEWEL as the expert who solves it.
JEWEL had deep technical expertise but an identity that no longer matched it. The old branding felt dated and couldn’t reach the audience they needed to reach — it didn’t show who JEWEL really is, or what they actually solve.
JEWEL sells nothing off the shelf. It solves the window-covering questions others walk away from — through the project furnisher, never straight to the end client.
The buyers are project furnishers fitting out hospitals, care homes and offices — people who want the window-covering problem taken off their plate so they can focus on the whole design. So the brand had to read as a specialist that knows: technical where it counts, human everywhere else. The risk with that much expertise is sounding distant. The job was to keep it clear, calm and close.
Position JEWEL as the specialist that knows exactly what it stands for.
We looked hard at the field and moved JEWEL — within the client’s appetite — toward a modern, 2026 feel: calm, premium and architectural, with all the noise stripped out. Monochrome, photography-led, and quietly confident, so the brand carries the same authority JEWEL has in the room. Less selling, more proof. It landed with the client immediately.
Wij lossen het op.
“We solve it.” The line runs through everything — always in Poppins Medium, always tied to what it delivers for the client. Not a slogan; the brand’s whole posture in four words.
A wordmark built from straight lines.
The JEWEL wordmark is strict, modern and architectural — its strength is the simplicity of the forms. The cut letterforms echo the slats and rails JEWEL builds, giving a calm, recognisable image that fits the character of the brand.
One monochrome mark, two states: black on light, white on dark — never recoloured, never restretched. JEWEL is always set in uppercase.
One typeface, no accent, everything from the photography.
Black, white and three greys — no accent colour, no gradients. In this system the only colour comes from the photography, which keeps the brand calm and lets the real projects do the talking.
The website is where the rebrand comes together.
The centrepiece of the project. jewel.nl now leads with the work — a calm architectural hero, the promise “wij lossen het op,” and the product world one scroll down — so a project furnisher lands on proof, not sales talk.
As Creative Designer at Onwise I led the visual translation of the strategy — the look, the system and its rollout — working alongside the client, project managers and our brand strategist, who led the positioning.
I’ve kept developing the brand since. We’ve now built JEWEL an AI design system that handles the repetitive creative work on-brand, so the identity scales without losing its calm.