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