Case Study: 005
Goal: To build a confident, eye-catching brand identity that elevates Shasho Gold’s reputation as a modern, reliable solution for individuals buying and selling jewelry and other valuable items.
Shasho Gold is a premium brand offering personalized services for buying and selling gold, silver, watches, and fine jewelry from individuals. The business model focuses on non-recurring, high-value customers seeking fast and discreet transactions. The branding challenge was to create a bold and elegant identity that could stand out in a saturated market and build trust with a middle- to upper-class audience in Mexico City.
We rooted the brand concept on the versatility and symbolic power of gold—leveraging its ability to shine against vibrant, modern tones. The graphic system is built around a high-contrast aesthetic: vibrant color palettes paired with sharp typography, and elegant serif and script letterforms juxtaposed with clear, legible fonts. These elements reflect both the sophistication and approachability of the brand.
Visually, we explored a universe drawn from classic, traditional luxury cues, while the latter embraces bold editorialism and graphic experimentation. Together, they create a dynamic identity that feels luxurious, yet distinctly contemporary and accessible.
The final brand system positions Shasho Gold as a modern-day gold dealer that feels as trustworthy as it is visually magnetic. With a playful yet refined aesthetic, the brand signals discretion, speed, and value—without falling into clichés of traditional pawn services.
The graphic language, powered by bold type contrasts, rich photography, and colorful layouts, establishes a premium and memorable presence across all touchpoints. The result is a confident and culturally resonant brand that stands apart from legacy players while remaining approachable to its diverse clientele.
