Cuervo Metal for Far Fetched

Located in the silver rich hills of Taxco, Guerrero in southern Mexico; Cuervo Metal artisans hand-crafted pieces in sterling silver and brass using techniques passed down for generations. Far Fetched.com entrusted me to create a visual language that was soft, feminine and ethereal to showcase their unique jewels.

To revel in the beauty can be found in the imperfections and irregularities, I selected elements that would balance the hardness of the metals with soft watercolors with unfinished edges as embellishments. I balanced the modernity of ecommerce and the ancient practice of stargazing, by pairing sans-serifs and hand-lettered typefaces.

This digital campaign composed of one stock image and two typefaces was flexible and feminine. All of the graphic elements can be shared and adjusted, to suit the platform shown.