IX Studios is all about sustainable, long lasting jewellery for the next generation. Formerly known as Frederik IX Studios the brand needed to change its name in agreement with the Danish Royal House, letting go of the Frederik IX inspiration that had founded their unique unisex approach to jewellery making. With investment backing from “Løvernes Hule” the brand needed to rethink the brand strategy, communication and visual identity and shine a new light on its core values and set a more responsible, unisex direction.
Based in the brand idea of “Massive Danish” IX Studios have taken a simple, bold and responsible counter-approach to the jewellery industry, dominated by a rather polished, delicate expression with brand names often representing a female designer. Additionally, the industry had become more commercialised, with lower quality designs ‘living’ for shorter time — opposite the actual nature of lasting precious metals worn across generations.
IX Studios makes ‘Wearable Objects in Gold and Silver’ with a brand language neither characterised by gender nor trend and much inspired by the original goldsmith vocabulary bringing quality and edge to the brand (e.g. 925, 585, 14K). To complement this, the visual identity was inspired by the X in IX Studios — an iconic representation of the intersection between contemporary culture, old school craftsmanship and sustainable consumption.
“New way of Danish” — designing for longevity with bold, chunky pieces
“Next generation craftsmanship” — using traditional techniques with reused metals
“Massive personality” — making personalised, genderless pieces
This new approach enabled IX Studios not only to verbalise their responsible agenda of being the next generation goldsmith with persistent, durable designs, but also supporting people in being their true selves with jewellery regardless of gender, color, and age.