art-studiolo

Client Boussole hae

Work Rebranding, Identity Design,
Visual Direction

Category Jewelry

Creative Directing studiolo

Branding, Design studiolo

Boussole Hae, originating from the words “compass (Boussole)” and “sea (Hae, 海),” is a jewelry brand inspired by the imagery of night voyages across the ocean and the memories of starlight shimmering within them. In this rebranding project, Studiolo began not with mood or form, but with a strategic approach—first defining the target audience and the brand’s position within the market. Boussole Hae’s core audience is women in their early to mid-30s: individuals who finely tune their daily lives and rhythms, and who make purchasing decisions based not on fleeting sensibility but on structure and intention. By analyzing their lifestyle patterns, consumption habits, and behavioral pathways, we built a detailed persona and clarified how the brand should communicate—both in message and in method. The keywords “star,” “voyage,” and “nocturne” became more than collection titles; they evolved into guiding principles for the brand’s tone, product narrative, and content strategy. This project goes beyond a simple visual renewal. It is a comprehensive redesign of Boussole Hae’s language, imagery, and content planning, alongside a business-oriented framework that supports the brand’s long-term growth and evolution.

‘나침반(Boussole)’과 ‘바다(Hae, 海)’라는 단어에서 출발한 부쏠해는 밤바다의 항해와 그 안에서 반짝이는 별빛의 기억을 모티프로 전개되는 주얼리 브랜드입니다. 스튜디올로는 이번 리브랜딩 프로젝트에서 브랜드의 무드나 형식 이전에, 타겟과 시장 내 포지션을 먼저 설정하는 전략적 접근부터 시작했습니다. 부쏠해의 주요 타겟은 30대 초~중반의 여성으로 자신의 일상과 리듬을 섬세하게 조율하며, 감각보다 구조를 기반으로 선택하고 소비하는 사람들입니다. 우리는 이들의 라이프스타일과 소비 관성 및 동선을 분석해 페르소나를 구축했고, 그 위에서 브랜드가 어떤 메시지로, 어떤 방식으로 이야기해야 할지를 구체화했습니다. ‘별’, ‘항해’, ‘야상곡’이라는 키워드는 단지 컬렉션명을 넘어서, 브랜드의 톤과 제품 흐름, 컨텐츠 전략의 방향이 되었습니다. 단순한 시각적 리뉴얼을 넘어, 브랜드의 언어, 이미지, 콘텐츠 기획은 물론 비즈니스 전략과 브랜드가 성장해 나갈 수 있는 구조까지 함께 설계한 프로젝트입니다.

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we have a lot of fun during this phase.We are working on an exciting project for a company in the investment business. Stay tuned!

Hey! Recently we were working on a project for ..We design and build digital products people enjoy using...

A new project is an opportunity to create something unique.We are a Creative Digital Agency based in Buenos Aires, Argentina. We take pride in designing and building...

We look forward to working with you on your next projectAs an interdisciplinary agile team, our production process is flexible, collaborative, and adapts to each client’s needs

Style Tiles are always a good option to show work in progress!We are working on the UX/UI design for a large hotel owners and hospitality management company.

You can check the attachment for a full view..More shots with final designs coming soon.

This is a proposal to add value to a crowdfunding listing pagewe streamline the process without having to make multiple mockups.

Clients easily understand themStyle tiles serve as a flexible starting point that helps us easily communicate the essence of a visual brand for the web.

we have a lot of fun during this phase.We are working on an exciting project for a company in the investment business. Stay tuned!

Hey! Recently we were working on a project for ..We design and build digital products people enjoy using...

A new project is an opportunity to create something unique.We are a Creative Digital Agency based in Buenos Aires, Argentina. We take pride in designing and building...

We look forward to working with you on your next projectAs an interdisciplinary agile team, our production process is flexible, collaborative, and adapts to each client’s needs

Style Tiles are always a good option to show work in progress!We are working on the UX/UI design for a large hotel owners and hospitality management company.

Quiet fragments discovered by chance on a calm night sea. This project began with the impression conveyed by the silent forms of Boussole Hae jewelry at the very first encounter. Studiolo carried out a rebranding that reorganized the brand’s language and imagery, redefining the narrative and symbolism embedded in the name Boussole Hae. Grounded in the keywords “stars,” “navigation,” and “nocturne,” we established the tone and structure through which the brand should speak, translating this sensibility into tangible visual expressions. Beyond refining form, Studiolo centers on how a brand is remembered - designing its modes of expression from concept to design to photography as one continuous, considered process.