6 Months
Sole Designer
The experience for men who want to wear jewellery is still hampered by old stereotypes and ways of thinking. This could lead to frustration and a disconnect between self and reality. Which may be especially prevalent in young adults during the 'Odyssey years'. Characterised by activities such as moving house/living situation, new relationships, a change of job etc.
How do young adults between the ages of 18 and 30 feel about men wearing jewellery?
What are the main factors affecting young men's choices when wearing, buying and considering jewellery?
What are the current avenues for men to obtain jewellery?
To understand the problems men and women face when buying and wearing jewellery.
To form a brand identity for the jewellery brand using user research.
To create an innovative brand-cohesive e-commerce experience.
Not a large-scale operation. The local nature of the scope needs to be considered. Building relations with locals and focusing in-context testing to applicable areas
Need to keep brand concepts and essence simple, we can't connect to a lot of touchpoints initially.
The brand is new with low funding. We can't have an extensive brand launch.
User Observations
I chose to do some user observations in two different manners:
The first was more formal. It was observing local piercing shops to see how many men frequented them and for what reason.
The second was less formal. It included a walk around Brighton on a few separate occasions noting where men were buying jewellery and what they were doing.
White Paper Research
The goal of the white paper research was to gain a wider understanding of the trends in menswear and male jewellery.
User Interviews
The user interviews were meant to gain a deep understanding of the user group (18-30).
I chose to interview both men and women to discover if there were any differences in thought around obtaining jewellery and men wearing it.
The interviews conducted were semi-structured making result comparison easy. However, I thought it imperative to have some wiggle room, allowing me to dive deeper into an individual's story.
Competetive Analysis
Competitive analysis was necessary to understand what options men currently had to get jewellery.
What part does personal style play in people’s personal identity?
What kind of men wear jewellery?
Why do men wear jewellery?
What is Gen Z’s mental model of Gender-Fashion? Why? (Can you have a male only fashion brand?)
How do people approach building their personal style?
What is the difference in the way men and women approach building their personal style?
What would stop people from wearing jewellery?
Why would you wear jewellery?
Zoomed out/
Big Picture
Zoomed in/
Personal Picture
When you imagine men wearing jewellery what sort of person do you picture?
Why do you think men wear jewellery?
How accepting is society on the topic of men wearing jewellery?
How* Does your style effect your personal identity?
How do you approach building your personal style?
How do you think people would perceive you if you wore ‘x’ jewellery?
Piercing Shop
Around three out of five people who frequented the piercing shop were female.
People did not seem to be buying jewellery from the piercing shop.
Around Brighton
Men were observed buying jewellery from small 'thrifty' stores.
Most men were wearing jewellery paired with perceived 'casual' clothes. The jewellery seemed to be dulled down slightly when I observed people in more formal attire.
Rings and necklaces are definitely the most popular pieces of jewellery for men.
Even though I observed some transactions for jewellery, not too many men seemed to buy/ be looking to buy the jewellery available.
“The menswear market today is witnessing a style revolution. Let’s face it, wearing jewelry is designed for a more fearless male customer”
“..menswear today is all about breaking the confined rules of the past..”
I chose to conduct a competitive analysis to help me understand the avenues for men who want to wear jewellery.
One of the main insights I gained from this which I fed into other parts of my research was those avenues felt quite polar. On one side you have the 'genderless jewellery' where there is no boundary for wearing jewellery between men and women. On the other, you have the hyper-masculine shops. Both types reflect their respective style in the product and aesthetics displayed.
It was useful in both positioning of the brand as well as future experience considerations.
Accessibility
- Most men did not know where to go to buy jewellery, most stating they would explore on the internet, or ask a friend.
- A // Female, “it will become more common, I just think that at the moment they don’t know where to buy it”.
Social/Special Occasion
- When asked both men and women expressed that they would usually use jewellery when socialising. Some linked it to the idea of dressing up or wanting to look a bit more put together. Meetings with friends, work dues, weddings etc.
- A // Female, “It’s normally for meeting friends”. Y // Male, “When I bump into someone, I know I’ll care”.
Repeated Anxiety
- The feeling of anxiety and the process of trying to overcome was reported to happen every time people changed their style or tried something new.
- C // Male, “Even though you go through this process, the next time you want to try something you still have these doubts which is a shame”.
Sentimentality
- Many people mentioned the special nature of their jewellery. Weddings, birthday gifts, that sort of thing.
- L // Female, “Most of the jewellery I own I did not buy, I was given it, so everything I wear has a sentimental value to it”.
Non-conformism
- There is a trend among young people with the acceptance of ‘gender-less’ jewellery. However, the kind of jewellery that is the most anxiety-inducing is this, due to the historical narrative surrounding this sort of wearing.
- AK // Male, “we are more accepting now than we have ever been in recent history… its more about men wearing jewellery that women wear”.
Enhancement of Style
- Most interviewees stated that they thought of jewellery as an enhancement of style. A branch of style, not the main proponent.
- AK // Male, “I like it, I think it’s cool, definitely an enhancement of a look”.
You can make the world a better place. Aim to be the best version of yourself, lift up your friends and family, and be responsible for yourself and the world you inhabit.
Resolve - You decide who you want to be. Don’t let anyone tell you who you are.
Perseverance - Stand back up.
Companionship - Treasure the special people and occasions in your life.
Responsibility - You can make the world a better place. Be responsible for yourself and the place you inhabit.
We will offer quality accessible alternative jewellery with an experience that truly breaks down the barriers of pushing your style and self forward.
We are a people-centric jewellery brand, offering quality alternative jewellery, that makes breaking the boundaries of your style and self an accessible and delightful experience.
Beaufort Pro Heavy
Beaufort Pro Regular
This is the final logo design, the weight of line and spacing were specifically designed to be consistent and in keeping with the type mark.
The shape being an arched mirror is significant as it reflects the Mettlehead brand.
The brand shape will be used as a special feature across all touchpoints. The values and relations exuded by this shape are:
- Transition
- Reflection
- Contemplation
- Window
- Door
- Mirror