Built on the foundations of modern love, The Cut London is a bespoke engagement ring and fine jewellery concierge service presenting a curated edit of design-led, coveted fine jewellery brands. Founded in 2012, the brand offers the opportunity to discover timeless, meaningful jewellery for meaningful moments.

After experiencing nearly a decade of unparalleled success in the industry, the market has seen the emergence of fresh competition. Therefore, founder Kate Baxter was seeking to refresh the brand’s identity to more authentically connect with her audience.

We worked with Kate to first redefine the brand story and develop a meaningful brand strategy. This strategy structured a visual identity that seeks to redefine traditions and celebrate modern love in all its forms.

Set on the values of diversity, inclusivity and redefinition, we created a visual identity that celebrates the ring as a relic. An object of personal symbolism that marks one’s individual story. The logomark communicates the boundlessness of modern love and approaches the visual language of storytelling while a graphic numerical system presents an archive of client’s stories. Celebrating the diversity and individuality in one’s own story of love.