51 E JOHN is a cutting-edge jewelry brand based in New York City that injects a fresh perspective into the traditional craft of jewelry-making. 51 E JOHN is redefining the conventional role of jewelry by examining the social dynamics and cultural implications of these decorative objects.

Our branding and packaging concept centers around the deconstruction of gemstones. We draw inspiration from the intricate facets and light refractions of diamond cuts to create a cohesive visual theme. This approach informs our layout designs, iconography, and various visual elements.

To convey the brand’s bold and vibrant narrative, we’ve developed a lively color palette that aligns with 51 E JOHN’s unconventional product lines and its brightly colored gems. The result is a playful and dynamic aesthetic that captures the spirit of the brand’s unique creations.

Photography: Elizabeth Wirija, Conor Cunningham
Model: Connor Wright, Mecca Mozelle