ODDITY WITH
MARIA BLACK
I am currently studying Jewellery, Technology and Business at KEA. As a part of our coursework, we were tasked with designing a collection for Maria Black in 2025. The collection is to consist of four drops, each inspired by a forward-looking perspective on what would be considered modern in the year 2025. This is our design process.
Click below and check out the final product:
Business analysis
In our design thinking process we began with a business analysis, looking deeply into Maria Black's business strategy to gain a better understanding of Maria Black as a jewelry brand.
SWOT- analysis
To understand Maria Black's core values, we created a SWOT-Analysis.
Brand Brief
We went on looking at a Brand Brief of Maria Black, for example their attributes, mision and vision.
Attributes
Unisex & Gender fluid
Playfull & Trend-Based designs
Piercing experience
Personalization
Good quality
Vision
Maria Black strives to offer everyone Jewelry with the opportunity to express their individuality and personality as desired, with acceptance and respect for each other's differences.
Mision
Maria Black aspires to be a leading Brand in sustainable materials and people, emphasizing individuality and diversity. Every day, they work on new innovative designs to offer a range that people can mix and match to tailor their own personal style.
target group
To create a more streamlined design process, we had to
understand Maria Black’s target group. Our initial steps involved visiting their stores in Copenhagen, interviewing the staff and looking through social media platforms.
We discovered they had a wide group of costumers, so we divided the market into smaller groups to identify specific segments that Maria Black appeals to, "The brand supportes" and "The career woman".
From here on we focused on "The career woman" as our main segment.
hunch research
With our segmentation completed,
we proceeded to focus on trend research.
Since we were creating this collection for the year 2025, our research efforts were concentrated on identifying upcoming trends.
Through research and street studies, we observed that a lot of people are drawn to a fun, playful, and colorful lifestyle.
We decided to continue our research with this playfull trend.
DART MODEL
To comprehend the emergence of this 'playful' trend, we've analyzed it using a DART-Model.
The blue circle = Trenddrivers
The pink circle = Trenddriver
The red circle = Method
The green circle = Output
Conclusion
After doing some research we could conclude that society in the aftermath of pandemics and wars, seek positivity by embracing their authenic expression. This translates into vibrant and bold colors, playful materials, and voluminous statement pieces.
design drivers
With our idea of "playfull" we brainstormed some design drivers
sensory
playful
oddity
androgynous
colorful
compatible
this is "oddity"
Through brainstorming, we developed a strong
connection with the word and concept of "oddity".
With the "oddity" concept we aimed to craft a collection
for the confident and free-spirited people who live their lives LOUDLY.
Oddity enhances the statement that we humans show up for ourselves when we express ourselves authentically and without judgment.
Point Of View
Our collection embodies compatibility, playful charm, and androgynous elegance, designed to complement your personal style.
We strive to challenge societal norms in our 4 drops, by creating utopic contrast-relations that encourage open-mindedness and inclusivity.
how might we?
"How Might We" create a jewelry collection that embodies self-exploration, while also crafting a unique and personalized experience for all our customers, challenging them to reach their potential, while infusing playful?
OUR FOUR DROPS
Inspired by our design drivers we've created four drops. Through these four contrasting drops, we wanted to encourage society to turn a blind eye to the judgemental gaze associated with defining what is "normal". The primary and central focus is the "Odd & Common" drop.
SKETCHES
We began our sketching process. We had three fases. First fase, we did sketches for all four drops to explore which were most challenging.
We ended up with the "Odd/Common" drop,
which led us to the second fase.
The third fase we had set
our minds on balloons as inspiration.
shapes
We were captivated by the playful shapes and folds a balloon
creates when you twist it or compress something into it.
Final designs
production method
By using Rhino 3D program, we were able to visualize and actualize our ideas. Here, we could easily test them before casting in silver.
It was important for us to make the balloon folds as clear and realistic as possible, and Sub-D helped us achieve this goal.
Afterwards, we casted in silver, set stones and soldered by hand.
the final rendered
3D jewelry
We chose to do the jewelry in silver and gold-plated, and the piercings in 22Carat gold like Maria Black usually does it. The jewelry are set with Cubic Zirconia in white and dark pink colors.
Click the box below to view our lookbook
featuring all the rendered jewelry pieces.
Display
Our Display is a flocked landscape offering the costumers a soft sensory experience as they touch and view the display.
The vibrant pink hue is chosen to accentuate the silver.
packaging
We did the same with the packaging,
using an original Maria Black jewelry box.
Posters
The poster series are placed around the store and right by the display of the “Oddity” collection.
Posters are also sold as a limited edition point of sale product.
pos-material
As POS-material we did Stickers and Lollipops.
The stickers, will be placed at the counter for costumers to take when purchasing a piece of jewelry from Maria Black. they are biodegradable stickers made with compostable self-adhesive.
When buying a jewelry from the "Oddity" collection costumers receive a lollipop with their jewelry purchase, adding a sweet and sour experience.
Moreover, the ECO-conscious packaging features biodegradable paper and plant based cellophane wrapper
storytelling
ODDITY - For the bold, the brave and the expressive.
This Oddity collection was created for the confident and free spirited people who aren't afraid to live their life loudly.
When we express ourselves authentically, and without judgment, we are showing up for ourselves and others. To express oneself is the purest form of rebellion.
Inspiring people around us to live their full potential as well.
The Oddity collection reminds us that true liberation comes, not from denying the world around you, but from accepting it as a whole.
Embracing it all and having fun with the unexpected.
The Year of Oddity with Maria Black will showcase four contrasts that turn a blind eye to the judgemental gaze of society.
Oddity wants you to live life with all the fun, colors and expression as you can handle. If you get excited about this collaboration, Maria Black is for you.