At Azenor, metal is melted and handcrafted into rings, hoop earrings, and necklaces with organic shapes. The brand's previous identity failed to capture any of this materiality: it was clean, standard, and interchangeable.
The redesign raised a question: how far should we go? On one hand, the minimalism expected in jewelry. On the other, the texture and character of the pieces. We chose texture, even if it meant not pleasing everyone. Azenor speaks to those who want jewelry that gets noticed.
Everything starts with the body rather than the object: we no longer talk about rings but fingers, no longer necklaces but necks. Azenor becomes "skin objects." Mathilde designed a monogram in the shape of a liquefied A, like molten metal, and then incorporated the studio's materials into the identity: rocks, paper, metals. The pieces are photographed on textured paper rather than the industry-standard white background, the copy uses a typewriter font, and the palette is narrowed down to black, ecru, and deep green. Even the card tucked into the jewelry box reads: "A skin object is hidden inside."
The website extends this vision. Using Mathilde's designs, Lucas connected Webflow—for its layout freedom and SEO—with Shopify for sales management. The editorial grids are bold, and each collection, from Effleure to Domina, has its own immersive section set against a backdrop of rock or ice.
