Holden

Brand Strategy, Visual Identity System, Tone of Voice, Packaging

Challenge

HOLDEN is a custom ring company #ForAllCouples that values, above all, sustainability and inclusivity. Their founders Andrew and Simon asked us to update their brand identity to better reflect these values, and expressed a desire to push their minimalist aesthetic to the next level while maintaining elegance and openness.

Solution

Rings are both vessels and symbols, connecting people together through love, commitment, and a shared future. HOLDEN's universal image attracts a variety of audiences, striking a balance between elegance and simplicity, and a gender-neutral appeal. We developed a new brand strategy and creative platform, inspired by the concept of becoming intertwined, that elevates their forward-looking approach to hand-crafted, affordable rings for all couples.

Their new brand identity—which we explored through core messaging, packaging, and identity system— evokes the timeless nature of a ring while making space for a wide range of definitions of life and love. It’s an identity that feels both authentic and adaptable—able to grow with the brand as it evolves over time (just like true love!).

Unmute

Intertwined captures the beautiful and subtle ways individuals become one in relationships. By exploring the symbolic meaning of the word "intertwined," we developed a creative direction that materializes this sense of connectedness through imagery and graphics connected by a red thread—a symbol for people uniting their lives as couples, thruples, and beyond.