4rm-JD literally from JD is a new jewelry brand, that deals also in apparels and acessories. It collects male furnishings if and when requested, but caters majorly to the female gender. The challenge was to create an identity that captures the female nature and style, at the same time it was important that it appeal to the male gender too 'at leas't. I have created an identity that is both slender (largely appealing to the female audience) and rigid in structure appealing to the male audience in a very subtle way. I have used straight lines majorly, using curves almost unnoticably. Below is a case study.