The Jewel identity crafted by Bielke&Yang is a celebration of physical music formats designed, developed, and produced in Norway for music lovers everywhere. It melds the soft nostalgia of 1990s pop culture with the precision of engineering, reflecting both emotional warmth and technical excellence. The visual identity leans into playful typographic forms inspired by the iconic Jewel Case, while packaging, motion, and sound design pay homage to rituals around CDs: opening the case, pressing play, and exploring the booklet.

Crucially, this identity is built to scale extending from CDs to vinyl and cassette formats, keeping consistency through naming systems like CD-16, LP-03, MC-24. A strong e-commerce and community platform supports the narrative: users can explore albums, connect with others, and re-embed physicality in a largely digital music landscape.

Made in Norway with high-quality materials and craftsmanship, Jewel stands out as a holistic brand where product, form and ritual converge.