James Allen



James Allen enlisted YummyColours to revitalize their brand look, visual tone, and cross-platform editorial concept. With the goal of increased engagement across male/female demographics, the brand identity needed to reflect the existing James Allen tone, and enliven the customer’s process of designing, deciding on, and purchasing a ring.


Client: James Allen
Creative Direction: YummyColours
Photography: Julia Comita, Sarah Silver
Prop Stylist: Morgan Levine
Wardrobe: Mindi Smith, Doria Santlofer, Diana Lunt
Hair: Shane Thomas
Makeup: Julia Joseph
Nails: Naoko Saita, Kelly B
Production: Anchor Light, Remote Control Productions


YummyColours conceived of a more contemporary, playful approach to the brand narrative. Executing a full revamp of the visual tone of voice, YummyColours concepted and directed the production of unique still and moving imagery. Foregrounding colorfulness, whimsy, and humor, YC developed a unique visual identity to characterize the brand, as well as the decisions involved in purchasing its products, as approachable, fun, and genuine.

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