Remember. Preserve. Wear. Renaming, redesign, and identity development for a jewelry brand using artificial intelligence. SEKRETIK is a jewelry brand that encapsulates the childhood of the 2000s in transparent resin. Sequins, glitter, and shards of holographic discs are frozen inside the jewelry, while the chrome setting transforms them into an adult artifact. Original Project
New Direction
The new name is SEKRETIC. This is what children called a little treasure under glass: a wrapper, glitter, a bead, or a petal—something hidden in a small pit, covered with a shard of glass, and shown only to best friends. The brand’s jewelry is designed similarly: childhood trinkets are preserved under clear resin. The previous name, MEMENTO, referred to memory in general. SEKRETIC denotes a specific memory—a game played in the courtyards. The first version of the identity was built on three metaphors: sequins and textile, resin and glass, and chrome and the nighttime city. Together, they created three different brands. In the new concept, they converge into one: the resin holds the sequins inside, while the chrome frame catches the light like a storefront from the noughties.
About the Brand
SEKRETIC — a jewelry brand for those who grew up in the 2000s and miss not things, but feelings: the sparkle of gel pens, the rustle of stickers, and the sound of a disc player. Every piece of jewelry is a small treasure. Small childhood trinkets are encased in transparent resin, and the chrome setting transforms them into a mature, everyday accessory. A brand customer—Masha, 27, a marketing manager—says, «I don’t buy jewelry—I buy an experience.»
Visual Concept
The brand’s visual language evokes 2000s amateur photography: direct on-camera flash, blown-out highlights, and high gloss. The flash brings the resin and chrome to life—the light passes through the jewelry and reflects off the setting. The palette features silver, holographic sheens, bubblegum pink, and an acid-green accent against a light lilac background. All imagery is built on a single system of English prompts: the style description at the end of the prompt remains constant, while the subject and scene change according to the brief. This ensures that disparate media look like they came from a single photoshoot.
Create a key visual for SEKRETIK, a jewelry brand that preserves early-2000s childhood treasures in clear resin. A clear, heart-shaped resin pendant with a chrome bail floats against a pale lilac background. Suspended within the resin are tiny frozen artifacts from the 2000s: pink flip sequins, a fragment of a holographic CD, a miniature butterfly hair clip, and fine glitter. Light refracts through the resin, casting rainbow reflections. The composition should be centered with significant negative space. Style: Y2K nostalgia, captured with an early-2000s point-and-shoot camera using direct on-camera flash, glossy highlights, clear resin, liquid chrome, holographic iridescent film, with bubblegum pink and acid green accents set against a pale lilac-silver background. The overall tone should be a playful yet premium jewelry campaign, featuring a subtle film grain.
Identity
The identity is built upon three elements: a chromed logo, a capsule icon, and a holographic gradient. The logo is rendered in Latin letters that are readable in Russian—CEKPETIK. The same technique was used in the first version: MEMEHTO. The liquid chrome also originated from that design; it speaks to reflections and time. The icon is a transparent capsule containing a sequin—a small secret. The color palette of six shades and the monospace typeface were compiled on a single board.
Create a brand identity board for SEKRETIK, a jewelry brand that encases childhood treasures from the early 2000s in clear resin. Show only the identity system: the wordmark «СЕКРЕТИК» in liquid chrome 3D letters, a simple capsule-shaped icon (a rounded rectangle of clear resin with one pink sequin inside), a holographic gradient, a pattern of pink flip sequins, a color palette of six circles (silver, holographic lilac, bubblegum pink, acid green, black, white), and a sample of a monospace typeface. Clean editorial layout with generous negative space, reminiscent of a premium branding case study. No mockups, no people. Style: Y2K nostalgia, early-2000s point-and-shoot camera with direct on-camera flash, glossy highlights, clear resin, liquid chrome, holographic iridescent film, bubblegum pink and acid green accents on a pale lilac-silver background, playful yet premium jewelry campaign, slight film grain.
Product and Packaging
The first collection features heart- and capsule-shaped pendants, earrings, a ring, and charm bracelets. Each piece contains a detail from childhood: sequins, a piece of a holographic disc, glitter, or a tiny butterfly. The packaging continues the theme of a treasure hoard. The jewelry is presented in a clear holographic pouch with a sequined tag, and the gift version comes in a compact disc box, resembling a collection of favorite songs.
Create a hero product image for SEKRETIK, a jewelry brand that encapsulates early 2000s childhood treasures in clear resin. The piece features a chrome chain necklace with a clear rectangular resin capsule pendant. Inside the resin are frozen pink flip sequins and glitter. The necklace rests on pale lilac satin, shot from directly above, featuring sharp flash reflections on the chrome. Style: Y2K nostalgia, early 2000s point-and-shoot camera with direct on-camera flash, glossy highlights, clear resin, liquid chrome, holographic iridescent film, with bubblegum pink and acid green accents against a pale lilac-silver background. The mood should be playful yet premium for a jewelry campaign, finished with a slight film grain.
