Carolina Bucci

The Construct and Carolina Bucci relationship spans more than 10 years, Construct first created the brand’s hand painted identity and tonal blue palette that is still used today. Since then Construct have continued to provide business consultancy advising the brand on marketing, social strategy, wholesale partners and PR, as well as art directing a brand film that was shot in London and at the jewellery workshop in Florence.

Construct’s latest addition to the world of Carolina Bucci; a suite of packaging comprising jewellery boxes, carrier bags, tissue paper and more. The brief was both creative and technical, with a requirement to accommodate all jewellery product categories including larger, high price-point pieces as well as small charms and studs. The new packaging needed to reflect the Carolina Bucci spirit and would be a feature of their new store on Motcomb Street, Belgravia.

Taking inspiration from vintage jewellery boxes, (and having found a perfect swatch of blue velvet), Construct designed a suite of round corned cushioned boxes with a system of interchangeable inserts. In addition to the jewellery boxes Construct created a unique and ownable brand illustration depicting a dreamlike, cloud landscape concealing and revealing icons of the Carolina Bucci world from the Florentine workshop to the signature pieces the brand is so well known for. The brand illustration has been applied to the outer boxes, tissue paper, carrier bag lining, but also lives on in so many more applications including wallpaper in the new store, and in Carolina’s personal office.


The family-owned jeweller established in 1885 approached Construct to refresh the brand's identity in keeping with its reputation for laid-back luxury. Construct created a hand-drawn watercolour logotype for Carolina Bucci, which fuses a luxurious boldness with an informality and ease synonymous with the brand's covetable collections.

Carolina Bucci’s covetable collections balance a traditional luxurious refinement with a thoroughly modern informality. The new identity reflects this confidence and contemporary approach with a water colour logotype applied with a bold confidence. The refinement and heritage of the brand is reflected in the use of a foiled ‘hallmark’ sign-off on all items. Construct have created the new brand identity, communications palette, corporate communications, signage, packaging and lookbook, including its art direction, with photographer Fred Pinet.

Carolina Bucci