The GemOro, jewelry cleaning machines product line, was created as a cost-effective alternative to existing premium brands, while still maintaining the brand promise of a premium product. There are two existing brands GemOro competed with most closely. One of those brands exhibited a premium minimalistic look. The other offered an inexpensive utilitarian look. GemOro matched both of these market approaches with a mixture of the two esthetics. To help differentiate the product line, a series of marks was designed. The information and product images are displayed on opposing panels, within full-color sub-branded tiles, to help lead the consumer through the entire GemOro product line with relative ease. GemOro’s parent logo and brand promise are showcased in minimal black and white tiles to emphasize the brands premium quality. Black was chosen as GemOro’s staple color to create a close relationship to high-end jewelry brands. After all, if you're going to clean your Tag Heuer at home, the device you use better look just as sexy.
