Joule Project
Joule Project
Work: Branding, Website, Social
Naming, Manifesto, Copy: Me
Art Direction: Raluca Leafu, Diana Papuc
“We are all pure energy that attracts us to one another”, the founder told me when describing her vision for her jewelry line. “Jewelry speaks for itself. It’s an unwritten form of communication. It carries precious emotional value that goes beyond aesthetic” she added.
Her strong vision needed a name and voice to match.
The Name
Joule is the unit with which we measure energy.
It’s charged with emotion, action, and reaction.
Joule Project speaks to the constantly evolving nature of energy that lives within us.
It’s simple, raw, resounding, sophisticated, timeless & powerful .
An homage
to the
force of nature
Joule Project celebrates nature’s raw energy through fine jewelry.
Every piece is a personal promise:
To be strong like stones.
To grow through every crack, fearlessly powering through change.
To shine bright and brilliant through it all.
Life in 350k
We consume 350k Joules of energy in 1 hour.
What we do with it defines us.
Enter Life in 350k: A look into how the first 100 Joule Project customers carry nature’s power with them.
Of course I was one of them.
© Mara Miculescu
All me.Creative Director: Raluca Leafu
Art Director: Diana Papuc