Moss & Lupine - Piquant Ideas
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Moss & Lupine is a spin off project from ELM’s core business of medal making. Tapping on the manufacturing capabilities and experience in metal works, ELM decided to diversify its products and target audience to create a b2c jewelry brand targeting the global market.

In order to understand their new customer segment, Piquant assisted in the consumer research and strategic branding exercise to help identify Moss & Lupin’s brand proposition, story and business model.


An extensive global consumer research was conducted, targeting 1000 respondents each in 6 different cities that Moss & Lupine wanted to enter. The objective of the survey was to understand consumers purchase behavior and motivations towards jewelry purchase to help identify the priority markets that the brand could launch in.

The research came back with insightful findings that helped Moss & Lupine identify the key sales channels they should focus on, most attractive jewelry designs and acceptable price points, as well as the key propositions the brand should be built on. Through the insights gathered, we sat down together with the team to align the brand strategy and business roadmap.

The emotional appeal was key to crafting a strong jewelry brand. And with the founder’s vision and belief in mind for the women of today, we crafted the brand to acknowledge and celebrate the contributions and achievements of women. The brand philosophy evoked the emotions of joy, motivation and inspiration.


The new design focused on bringing out the craft, confidence and gracefulness of Moss & Lupine. With the visual cues of nature, wood elements & happiness, we set out to create the moodboards for its corporate stationeries, packaging, photography art direction and website.

To drive its launch, we art directed the photoshoot campaign with a model at the studio showcasing Moss & Lupine’s 1st collection of products. We kept true to the photography direction of modern, sophisticated and elegant.

This then translated to creating the website. We came up with the web concepts, sitemap and wireframe for Moss & Lupine. The web concept was aligned to the brand identity system.


The Moss & Lupine brand, from its story, identity, products, and website, evokes the feeling of happiness, confidence and inspiration. A statement jewelry piece worn to celebrate your joyful moment.