Overview Originally Maui Divers Jewelry, is jewelry store based in Honolulu, Hawaii. They started their business in 1958 as an undersea touring company, one day on a fishing expedition, they discovered black coral. In 1959 they began designing and selling black coral jewelry. Since then they have grown to become one of the largest coral and pearl jewelry manufacturers in the world.

Challenge Maui Divers had difficulty expressing a voice for one type of Hawaiian jewelry keepsake, but from looking at their branding and social media, it was obvious that the company had more of a passion for the jewel of the sea, pearls.

Approach Realizing the brand should be based more around pearls, I decided to create a new trademark that expressed their love for pearls, then continued onto their color palette, packaging, advertisements, and social media presence.