MYEL is a Montreal-based jewelry house that creates ethically sourced, handcrafted pieces made locally. Founded by sisters Jeanne and Myriam Élie, the brand prioritises traceability of materials, uses Fairmined gold and lab-grown or Canadian stones, and supports small-scale artisan workshops in downtown Montreal.
For this project, I designed a trifold brochure to showcase their jewelry collection, a set of social media graphics to highlight key pieces on Instagram, a series of minimalist jewelry display cards for retail presentation, and a premium jewelry box concept for their wedding collection. The goal was to continue MYEL’s refined and minimalist aesthetic while celebrating the craftsmanship behind every piece.
Since MYEL already has a strong and recognizable identity, my approach focused on extending what they had rather than reinventing it. Their demographic is composed of design-conscious individuals who value sustainable luxury and timeless design, so I kept the tone sophisticated and understated.
I studied their existing materials and website, where soft tones, delicate line illustrations, and clean composition define the brand’s visual language. Inspired by that, I brought those same delicate illustrations into the trifold to create a sense of continuity and lightness. The layout uses generous white space, fine typography, and minimal color, allowing each jewelry piece to feel like its own moment.
Since MYEL already has a strong and recognizable identity, my approach focused on extending what they had rather than reinventing it. Their demographic is composed of design-conscious individuals who value sustainable luxury and timeless design, so I kept the tone sophisticated and understated.
I studied their existing materials and website, where soft tones, delicate line illustrations, and clean composition define the brand’s visual language. Inspired by that, I brought those same delicate illustrations into the trifold to create a sense of continuity and lightness. The layout uses generous white space, fine typography, and minimal color, allowing each jewelry piece to feel like its own moment.
