LILIANA GUERREIRO
Repositioning artisanal craft to resonate with modern luxury audiences
A contemporary brand for a heritage craft.
SUM partnered with Portuguese jewellery designer Liliana Guerreiro to reposition her brand for a global luxury audience. Known for her modern interpretations of traditional filigree, Liliana needed an identity and strategy that honoured her cultural roots while elevating her distinct style and artistry.
Deliverables included brand strategy, visual identity, logo and motif, storytelling, and website direction.
Portugal’s jewellery tradition is one of delicacy, symbolism and time-honoured skill. For over two decades, Liliana has redefined this narrative - translating the intricacies of filigree into sculptural, minimalist forms. Her pieces balance strength and softness, rooted in place but designed for the modern world.
The strategic foundation focused on Liliana’s unique position at the intersection of craft and culture. We clarified the brand story around timelessness, quiet strength, and the personal imprint of the maker. The strategy moved Liliana from product-driven messaging to a broader narrative of design-led heritage.
The logotype is restrained and architectural, creating space for the jewellery to lead. The typographic system uses classic forms with contemporary refinement - minimal, but never generic. The colour palette is led by soft neutrals and graphite black, drawing from the metals and patinas of her work.
We designed a tactile unboxing experience that complements the work without overpowering it. Materials are raw yet refined - soft-touch card, natural linen textures, and deep embossing all echoing the subtle detail of her filigree.
From web layouts to social content, we helped define a modular visual language built on quiet editorial confidence. Imagery focused on craft, silhouette, and story - avoiding fast fashion cues in favour of lasting beauty and emotional depth.
The rebrand positioned Liliana Guerreiro as one of Portugal’s most respected contemporary jewellery designers, helping her expand into new markets and secure increased editorial coverage. The brand now speaks with clarity and conviction - understated, crafted, and quietly powerful.
