Arild Links are an ethical fine jewellery company primarily using Humanium Metal — a metal which consists of destructed illegal firearms taken off the streets and melted for a new purpose. There are millions of illegal firearms, paradoxically Humanium Metal is to this date rarer than gold.

My work began by creating Arild Links' brand strategy — an ambition to disrupt the fine jewellery establishment, by changing the perspective from the value of jewellery to the value of human beings. This approach was developed into a complete brand identity; colours, typography, graphic elements and logo marque. Working with photographer Linus Morales we developed an art direction that expressed a punk attitude — an open ethic, in contrast to the fine jewellery industry.

Photography by Linus Morales
Film by Ola Krondahl

Scope of work
Art direction
Brand strategy
Brand identity
Logo design
Lookbook
Print campaign
Film
Web design
Packaging

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