Célestine by Zoé – Jewelry Design

Brand Strategy and Identity

6 months project on the rebranding of the artisanal jewelry brand Célestine by Zoé of Zoé van Reeth, one of the top jewelry talents in Belgium. In 2015 Zoé decided to hire me to refresh her business model, reposition her brand and structure a killling digital strategy. Through our rebranding, in 2016 Célestine by Zoé reached a +35% in sales and developed a network of online and offline resellers of her products.

Client: Célestine by Zoé
Services: Strategy, Branding, Packaging, Website


Since 2013, Zoé van Reeth has been experimenting in her lab organic shapes, different techniques and combinations of textures delivering high quality products to her clients.

In 2015 she decided to rebrand her handmade jewelry brand Célestine by Zoé to attract new clients wordwide and open a personal e-commerce for the European market. I took care of the entire process, from the brand strategy to the production phase, managing the different phases and all the stakeholders involved (graphic designer, photographer, copywriter, printing company etc).

Brand Strategy

Célestine by Zoé is a handmade jewellery line that embodies elegance, grace and sensuality.

Founded by the designer Zoé Célestine Van Reeth, its designs express the unique combination of the North European rigour and the Italian sensibility. Thanks to the typical Roman human warmth, she came in contact with stories, traditions and local cultures that gave her the desire and the ability to transform her inspirations into jewels.


Célestine is born to reveal everyday our own inner brightness/shine through an elegant and discreet piece inspired by nature, architecture and textures.

Passion drives a constant research that enables us to always deliver innovative, surprising and delightful products of fine quality and design.


Our vision is to make Célestine a leading brand in jewelry design, a brand whose products hold stories that get straight to our customers’ hearts, a brand able to foresee trends and satisfy people’s present and future needs.

Brand Identity

We translated the brand strategy into a visual system that represents an Innocent Brand Archetype and the brand personality.

I took tare of the redesign of the logo and the brand visual system (fonts, colour palette etc), the art direction for the new campaign for collection F\W 2015 and F\W 2016 and the UX of the new website.

F\W 2015
F\W 2016


Through our rebranding, in 2016 Célestine by Zoé reached a +35% in sales and developed a network of online and offline resellers of her products.

“Erika is talented, patient, motivated, ambitious, know how to bring you with her in a project, and make it real. She took my project to heart and with a lot of enthusiasm; this is the key for success. She always go beyond the limits, to give the best.``

Zoé van Reeth Founder and Designer of Célestine by Zoé