DJUNE is a jewellery brand that celebrates the bold, the wild, and anyone who wants to be part of something bigger. Inspired by club culture, the brand invites people into a playful, expressive universe where self-expression and community are at the heart of it all. With the tagline JOIN THE CLUB, DJUNE is more than just jewellery - it’s a feeling of belonging.
I developed DJUNE together with four of my classmates. Over the course of an entire semester, we designed, created, and sold our own jewellery pieces - building a brand from the ground up with a strong focus on storytelling, identity, and experience.
This project was a group project. My main responsibilities included branding, storytelling, planning of events and the lookbook. In addition, I contributed to design development, CAD prototypes, and rendering.
Moodboards
To get our ideas flowing, we created mood boards before starting the sketching process. We wanted to focus on different types of light, textures, and warm/pink color tones.
At this stage, we had already begun imagining what the brand could become - something that feels like it comes straight out of a club environment. Most importantly, elements like light, togetherness, and the energy of clubbing had to be present in the visual branding.
Materials : Photoshop, InDesign
Sketches 001
Before starting our sketches, we had to decide which direction to take with our jewellery. For that, we defined a set of design drivers to ensure a strong and cohesive connection across the collection. We landed on the following:
Maxi-minimalisme
Unexpected detail
Bold
Light/shine
Female empowerment
To explore our ideas, we experimented with a variety of materials, including paper, wax, silver, and clay.
We wanted to incorporate subtle surprises into the pieces, so we worked with different textures and hid small elements within the designs to create a sense of unexpected detail.
Materials : Paper, pencil, fine liners, wax, silver
Sketches 002 & Final pieces
Once we finished the sketching phase, we finalized our collection, which consisted of two rings, one pendant, one pair of ear studs, and two larger earrings.
Each piece was carefully chosen to reflect our design direction and brand identity.
Since all our jewellery had to be cast, we completed the technical groundwork in Rhino before casting each piece in silver. This process ensured both precision and consistency across the entire collection.
To appeal to a broader audience, we also created a gold-plated version of each design, offering greater variety and accessibility for different consumer preferences.
Materials : Rhino, Keyshot, wax, silver, goldplating
Storytelling & Branding
Branding was our main focus because we wanted to create something that would make people feel like they were part of something bigger.
We decided to give our photo material a club-inspired vibe, using lighting that reflected our brand colors. All photos were taken with an iPhone to give them an authentic "night out" feeling - raw, real, and in the moment.
For our model, we chose to keep the identity somewhat anonymous by not showing the face in any of the images. This made it easier for people to imagine themselves in the model’s place and helped create a stronger personal connection to the brand.
Materials : Led light, iPhone camera
Social Media & Reach
To get our brand out into the world, we focused heavily on social media.
We wanted DJUNE to have a strong visual presence, so our main focus was on the overall look of the feed rather than just individual posts. To achieve this, we created a number of “shared posts” - larger images split into three separate posts that, when viewed together on the profile grid, formed one cohesive visual story.
Another way we boosted our reach was through custom-made stickers with QR codes. When scanned, the codes directed people to our Instagram page and relevant event information.
We placed these stickers throughout the city, and they became an effective - and fun - way to connect with new potential customers. We received a lot of positive feedback and engagement from this campaign.
Materials : Instagram, InDesign, Illustrator
Events & Saleschannel
Most of our jewellery sales took place at events we hosted ourselves. Over the course of the semester, we organized around six events, with the largest one held in a dedicated showroom that we had access to throughout the entire period.
We were responsible for creating a full shop fitting for DJUNE, and we wanted every event to fully reflect our brand identity. That’s why we focused heavily on lighting, atmosphere, and display design - making sure our jewellery was presented in a way that felt true to the world of DJUNE.
For our final DJUNE event, we had the incredible opportunity to host an entire night at the iconic Søpavillonen - one of the most popular clubs in Copenhagen.
Since DJUNE’s tagline was JOIN THE CLUB, it made perfect sense for each of our events to feel like a real clubbing experience. Ending the project at such a high-energy venue was the perfect way to wrap it all up.
The event began earlier that evening at Frederiksberg, where we showcased and sold some of our final jewellery pieces. Later, we brought everyone to SØ, where the full DJUNE universe came to life one last time - with music, energy, and our jewellery taking center stage.
In addition to our events, we also had strong online sales through Instagram and our website, which I built using Cargo.
I made sure the website aligned visually and conceptually with our brand and Instagram, creating a cohesive digital presence that supported our identity and storytelling.
Brandbook
As part of the semester’s guidelines, we were required to compile everything we had worked on into a comprehensive brand book for our jewellery brand, DJUNE.
This brand book included all visual and strategic elements - from our logo, color palette, and typography to tone of voice, brand values, and social media approach.
It served as a complete guide to DJUNE’s identity, ensuring consistency across every touchpoint, and reflected the work we had done in design, branding, and communication throughout the project.
Materials : Photoshop, InDesign