BETWEEN THE LINES
When we created the Auren branding, we thought a lot about our DNA. We wanted to pay homage to the natural materials we use. Our gemstones share an algorithm with the earth and the contoured patterns in eroded rock formations, shorelines and mountain ranges. So we created an illustration based on this idea, referencing gemstone formation over thousands of years and the earth from which they are mined. We even created some extra facets on the edges of the lettering in our brand logo. Subtle and hardly noticeable, they reference our gemstone cutting process. It’s all in the details!