People hold on to old heirloom pieces of jewelry that they no longer wear, even though these heirlooms hold significant sentimental value. Many are unaware that these heirlooms can be remelted into new jewelry pieces enhancing their personal identity, while preserving the sentimental value and memories within the old gold.
Mælt’s founder approached us with a unique idea and a strong desire to raise awareness about the possibility of melting down old heirloom jewelry and crafting it into new pieces. The entire journey, from evaluating the old heirloom gold to receiving the new jewelry, had to be conducted digitally in a clean CVI.
The market potential for Mælt’s concept was revealed during UX processes through data collection among the target audience, including interviews that explored a range of hypotheses and potential issues identified during the conceptualization of this new product. The concept was pressure-tested and examined to ensure that efforts regarding the new concept would provide maximum value to the target audience.
We breathed life into a new, solid concept and comprehensive brand universe holding a Corporate Visual Identity (CVI), brand title, a logo and smooth sailing customer journeys.
These elements were incorporated into the entire user journey to ensure a seamless universe around Mælt – from jewelry boxes and photoshoots to the advanced digital webshop. Here, users are guided through the process and can have their own jewelry evaluated for value, which is then offset against the price of the new piece.