Selene

Selene is a jewelry store specializing in alternative pieces for women who want something outside the mainstream. The brand name draws from Greek mythology, where Selene is the goddess of the moon, and that reference became the foundation for the entire identity.

The moon is embedded into the letterform of the "e" in the logotype, so the concept isn't applied as decoration but built directly into the mark. Moon tones and related visual elements carry that idea through the rest of the materials, keeping the identity coherent without over-explaining it.