Our creative propelled Miseno into Saks Fifth Avenue.

Miseno Fine Jewelry approached KraftWorks in 2014 for a start-to-finish rebrand with the goal of re-launching their nascent brand at the 2015 Las Vegas Couture Jewelry Show in order to gain further distribution in top US retailers.

Named after the Mediterranean hometown of the brand’s founder and lead designer, Miseno’s seaside heritage was both a blessing and a curse. They wanted to elevate their brand, maintaining core equities, but with a luxe look and feel to make Miseno seem less like resort wear.

We brought consumers on a journey to the place that makes Miseno unique and gave them a personal peek at the inspiration and craft. KraftWorks redesigned the logo, developed new brand language, and created a print campaign and marketing materials to launch at Las Vegas Couture and live beyond.


Miseno gained so much buzz at Vegas Couture, the brand reported a record number of retailer visits, propelling them to launch in both Saks Fifth Avenue and Neimen Marcus.