Blue Nile— Here’s to your moment

The Brief

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.

• Services

• Brand Strategy

• Visual Identity

• Art Direction

• Packaging

• Website

Blue Nile champions life’s brilliant moments, from everyday to milestones—from the product itself and the magic of gift-giving to the ingenuity of using data and advanced analytics to shine light on ways to improve and ultimately illuminate what was once obscure.

The new wordmark emulates the faceted quality of gemstones and conveys an elevated approachability and a sense of craftsmanship.

The sharp edges of the logo have been blunted to give a softer look and the angle of the serif facets have been adjusted to maintain a chiseled look but feel less aggressive.

The adjustments made to the logo facets has created a lighter look overall. To push this further, the ‘B’ and the ‘N’ have been adjusted to be slightly more narrow.

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.