Blue Nile— Here’s to your moment

With over 20 years of expertise in online diamond and jewelry retail, Blue Nile creates beautiful objects that balance quality and craftsmanship with great value. We reimagined and elevated their brand expression to make Blue Nile relevant across more of life’s chapters and illustrating the roles it can play in every momentous moment.

Brand Foundation

Our brand icon features elements pulled from our wordmark. It is inspired by the purity markings found on rings and adds a level of sophistication to the brand.
The brand palette consists of the core brand colors with supporting colors that allow for depth. Effective and consistent use of color is important to creating brand recognition.



At the core of our brand is our ability to weave narrative through all of our touchpoints. We utilize a number of photo styles across the customer journey that build our brand story and strengthen how we’re perceived.
To truly embody the brand manifesto, we aim to capture real moments between people as much as possible.
Brand Photography



Brand Experience







Packaging


The packaging for engagement rings and fine jewelry deliver a premium, ownable experience that delights customers and provides a keepsake they will cherish.



