The visual strategy for the MYEL trifold brochure, specifically highlighting the Alveole collection, is rooted in a refined, minimalist aesthetic that mirrors the elegance of Montreal’s high-end jewelry scene. The design utilizes a sophisticated palette of stark white, deep charcoal black, and a vibrant lime-yellow accent. This specific choice of lime-yellow serves as a modern, energetic nod to the “Alveole” theme—referencing the natural vitality of honeycombs—while the heavy use of white space ensures the jewelry remains the primary focal point, adhering to the brand’s core principle of clean, understated luxury.
THE DESIGN CHOICES
The primary design motif is a deconstructed hexagonal grid, which directly translates the geometric precision of the Alveole jewelry pieces into a graphic language. These honeycomb patterns are used strategically across the exterior panels to create movement, flowing from one fold to the next to encourage tactile interaction. By using thin, technical line weights for the hexagons, the design achieves a “super elegant” feel that balances the organic inspiration of the collection with industrial precision.
THE LAYOUT IDEA
Regarding the layout, the brochure employs a modular structure that prioritizes clarity and breathability. The interior panels feature isolated product photography centered within generous margins, allowing the delicate gold chains and rings to be viewed without visual clutter. The final panel introduces a dramatic contrast with a full-bleed black background and a hexagonal masked image, providing a rhythmic “anchor” to the overall light composition.
TYPOGRAPHY
The typography is strictly minimalist and sans-serif, utilizing wide tracking and varied font weights to establish a clear hierarchy. The “MYEL” wordmark and “ALVEOLE COLLECTION” headers are presented in a clean, geometric typeface that reflects the collection’s architectural qualities. This typographic restraint, combined with the purposeful use of color and geometry, results in a campaign that feels both timeless and distinctly contemporary.