All
Brand
Future
Place

Kela X

"by Harry Georje"

When internationally acclaimed jewellery designer Harry Georje partnered with KELA Tech, the leading brand behind the world’s first non-slip hair accessory, something incredible was bound to happen. In fact, an entirely new category was to be born: fine jewellery for hair. A proposition that magically blends the luxury jewellery, hair and fashion industries.

KELA X is a hair accessories brand delivering high-quality pieces which elevate the style and sophistication of its wearers. This incredible proposition is a world-first, luxury brand in a category of its own.

A fusion of fine jewellery, fashion and patented hair technology - KELA X is set to inspire multiple industries at once - industries where both KELA and Harry Georje hold immense respect due to their highly admired bodies of work.

Sectors

Strategy / Branding
Lifestyle / Luxury
Retail / Fitness
Business Transformation
Education / Health
Government / Corporate
Retail / Fitness
Technology / Finance
Environment / Sustainability
Not-for-Profit / Community
Lifestyle / Luxury
Place / Property

Services Completed

CSR / ESG
Web Design
Brand Guidelines
Editorial Design
Web Design
Brand Architecture
Business Transformation
Advocacy / Engagement
UI / UX / CX
Place / Environments
Strategy / Branding
Scroll down
Kela X
Kela X
Kela X
Kela X
Kela X
Kela X

Challenge

Harry Georje is a master of his craft - an unrivalled expert whose reputation precedes him. He is a three times De Beers international award-winning diamond jeweller, with over 30 years’ experience. For Georje, trust is everything. Renowned for his passion and knowledge of diamonds in particular, he treats every piece of jewellery as an investment - a piece to ignite decades of joy. And business partner, KELA, has deep expertise in the hair industry, with an offering that began in hair charms and extended into a patented technology known as KELA Tech.

With this in mind, TOAST was tasked with crafting a highly sophisticated, yet approachable and trustworthy brand which reflected skill, knowledge and craftsmanship for this new business partnership. The fusion of carefully crafted design and innovation creates the magic of KELA X, a revolution in fine-jewellery for hair that invites a new level of inspired self-expression; they needed to be showcased as a brand that elevates natural beauty through bold attitude, timeless elegance and absolute luxury.

Our Solution

For KELA X by Harry Georje, every aspect is considered.

With the brand values of artful innovation, sophistication and design aesthetic, unapologetic exclusivity and superior performance, our team at TOAST crafted a brand footprint for KELA X that evokes opulence, expertise and unmistakable quality.

With exclusivity as the halo of their prestige; their brand creates unique experiences through which customers and brand loyalists are intrinsically connected. Their narrative is a luxury brand story underpinned by innovation that pushes their brand to excellence and beyond.

Encapsulating this brand essence, we identified  the USP “we believe in capturing the ultimate form of self expression through pure aesthetics and world-class technology,” reflecting the fusion of carefully crafted design and innovative creation which is the magic of KELA X. They are a brand that elevates natural beauty through bold attitude, timeless elegance and absolute luxury.

Thus, our overall branding suite used a deep toned and metallic colour palette to connote their refined sophistication, with the duo of dark blue and gold lending a touch of royalty and signifying the authority and idealism within the brand. These attributes were similarly championed through the Tone of Voice we crafted for their launch; a territory of sophisticated language, effusive descriptions and decorative, idyllic terms painting a brand picture of pure excellence and ultimate luxury.

Kela X
Kela X
Kela X
Kela X
Kela X
Kela X
Kela X
Kela X
Kela X
Kela X
Kela X
Kela XKela X
Kela X
Kela X
Kela X
Kela X
Kela X
Kela XKela X
Place
Brand
Future
Rethink Group
5/22/2024 6:38 AM
Brand
Fairview
5/6/2024 3:02 AM
Brand
Governing Principles
4/23/2024 12:43 PM
Brand
Highland
4/22/2024 8:23 AM
Brand
Cozzcorp Group / Uplifte
4/22/2024 7:29 AM
Brand
Luyu
4/22/2024 3:09 AM
Brand
So Shall We
1/11/2024 7:18 AM
Brand
Coore
9/29/2023 1:47 PM
Brand
Bowerbird
8/30/2023 4:26 AM
Brand
Cozzcorp Group / Inovi
3/16/2023 9:20 AM
Brand
My Vet
11/7/2022 7:37 PM
Brand
Applaws
10/25/2022 6:25 AM
Brand
Kela X
10/13/2022 3:40 AM
Brand
Bondi Chic
10/13/2022 2:38 AM
Brand
Altis
7/25/2022 6:54 AM
Brand
TOAST
7/8/2022 7:20 AM
Brand
The Good Sort
5/24/2022 9:21 AM
Brand
Space Logic
5/24/2022 7:32 AM
Brand
Xavier Knight
4/25/2022 4:29 AM
Brand
Healthy Habits
4/22/2022 3:43 AM
Brand
Highland
4/21/2022 5:24 AM
Brand
Sammut Group
4/21/2022 4:42 AM
Brand
LJ Hooker
12/15/2021 4:11 PM
Brand
Allcastle Homes
12/15/2021 1:35 PM
Brand
Today Fitness
11/23/2021 7:08 PM
Brand
Luxcon
10/6/2021 1:44 AM
Brand
Cabcharge
10/6/2021 1:43 AM
Brand
Fone King
10/6/2021 1:42 AM
Brand
City of Ryde
10/6/2021 1:38 AM
Brand
Black Dog Institute
10/6/2021 1:38 AM
Brand
Zipmex
10/6/2021 1:36 AM
Brand
Iphub
10/6/2021 1:32 AM
Brand
Place
Brand
Future
Pembroke
6/10/2024 8:19 AM
Place
Sammut Group
5/21/2024 5:30 AM
Place
Uplifte
4/5/2024 3:52 AM
Place
Zama
2/28/2024 4:00 AM
Place
Sammut Group / Collection
12/8/2023 9:34 AM
Place
Sammut Group / Calico
4/5/2023 8:21 AM
Place
DWS / 120 Edward St
3/30/2023 5:36 AM
Place
Sammut Group / Vue
11/9/2022 11:01 PM
Place
Luxcon / Escape
10/14/2022 9:06 AM
Place
Luxcon / Bohemian
10/14/2022 12:08 AM
Place
Sekisui House
8/12/2022 7:45 AM
Place
Sekisui House
8/12/2022 6:16 AM
Place
DWS / 180 Queen St
7/25/2022 9:04 AM
Place
LAPropertyCo. / Escarp
5/25/2022 5:35 PM
Place
Muse
4/22/2022 1:04 AM
Place
BridgeLane
4/22/2022 12:40 AM
Place
Sekisui House
4/21/2022 8:57 AM
Place
Trinity Point
11/23/2021 6:03 PM
Place
Aqualand
11/12/2021 5:56 PM
Place
LAPropertyCo. / Amaroo
11/12/2021 5:53 PM
Place
Sekisui House
11/12/2021 5:38 PM
Place
Fitness Playground
10/14/2021 5:52 PM
Place
LAPropertyCo. / The Postern
10/6/2021 1:42 AM
Place
Sammut Group / Coast
10/6/2021 1:41 AM
Place
Anglicare
10/6/2021 1:40 AM
Place
ONE O ONE
10/6/2021 1:39 AM
Place
Sekisui House / The Orchards
10/6/2021 1:34 AM
Place
Place
Brand
Future
Governing Principles
4/24/2024 10:29 AM
Future
WWF Australia
4/23/2024 1:13 PM
Future
NSW Department of Communities and Justice
4/17/2024 6:15 AM
Future
INOVI®
4/15/2024 2:58 AM
Future
Neura
4/11/2024 11:06 PM
Future
Sydney Climate Action Week
3/26/2024 1:44 AM
Future
WWF International & EPSON
3/21/2024 8:24 PM
Future
WWF International
3/7/2024 6:38 AM
Future
Mezfi
1/11/2024 9:33 AM
Future
Refilled
2/24/2023 7:42 AM
Future
NCCRED PRN
2/22/2023 12:48 PM
Future
Investible
2/22/2023 7:42 AM
Future
The Polyglot Group
10/12/2022 3:08 AM
Future
Aurelia
5/24/2022 8:06 AM
Future
NSW Department of Justice
4/22/2022 1:53 AM
Future
WWF Australia
4/21/2022 2:28 AM
Future
The Salvation Army
4/21/2022 12:46 AM
Future
NSW Govt, WWF, Lendlease & Presync
12/14/2021 6:51 PM
Future
Grey Matter
10/6/2021 1:45 AM
Future
WWF Australia
10/6/2021 1:35 AM
Future
Agresso
10/6/2021 1:33 AM
Future
10/13/2022 3:40 AM