Thingalicious

Thingalicious is a curated fashion jewelry brand, and I lead its creative direction across every place it appears, online and offline.

Year
2026
Context
Client work
Role
Creative director

/ Problem

Thingalicious had distinctive pieces, but the brand itself was hard to recognize. Its identity was created in 2016 around an "earthy chic" look, built for online and in-person sales. The jewelry had been worn by hundreds and spotted in magazines and at fashion events, but nothing tied the brand together visually. In 2026 it was coming back after a short hiatus and needed an identity that could work across every touchpoint.

/ Decision 01

Positioning.

The target market is mid-to-high market Indian women looking for everyday fashion jewelry, not wedding jewelry. The brand is woman-founded and puts women first, so it uses no models. Its faces are the customers who have worn and supported it for years. Every piece is hand-picked from makers around the world, and the tagline, Be Uniquely You, puts individuality at the center of the positioning.

/ Decision 02

Identity.

The color palette was pulled from sunset imagery that was meaningful to the founder. The logomark was built by deconstructing and rearranging the letterforms of the typeface until it resembled an earring, since jewelry is the brand's focus.

The Thingalicious brand board shows the logo, the six-color palette, the tagline and wordmark, four mood images and the brand pattern.

/ Decision 03

Packaging.

The brand's previous packaging was simple kraft paper boxes. I wanted to elevate it with a more architectural box and some embossing. The rounded rectangle the logo sits in worked well as a packaging shape too, so I combined the materials and mocked up the packaging in Maya.

/ Final work

I then applied the brand assets across marketing materials as needed.

A concept spread for the Thingalicious spring/summer 2026 catalog shows stock models wearing the Jhilmil Necklace, the Flora Drop Ring and the Silver Spade Cuff.
This is a concept spread for the spring/summer 2026 catalog. The models are stock photos, and I used AI to stage the jewelry on them.

/ After launch

After the rebrand, I extended the system into a lookbook, a 362-product catalog, product tags and labels, and in-store displays for the brand's first retail stockist, across a few locations. I'm now redesigning the Shopify store.

/ Outcomes

Thingalicious moved from online sales and pop-ups into retail for the first time, and was featured at a fashion show in August 2026.

Women wearing Thingalicious jewelry clap as they walk through the audience.Women wearing Thingalicious jewelry line up and applaud together, with the line "Be Uniquely You" in the corner.
Context
Client work, ongoing since 2026
Skills
Creative directionbrand identitylogo designpackaging design3D modellinglabellingsocial mediaretail graphicscatalog designe-commerce
Role
Creative director for how the brand appears online and offline
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