A new way to display your favourite albums. Together with the Jewel team, Bielke&Yang built a brand universe that breathes new life into the CD format and other physical music media. All this in a time when music otherwise lives almost exclusively in digital form.

The foundation of Jewel was to merge two seemingly different worlds: the soft, nostalgic, and emotional music experience, and the sharp, technical precision of product development. The result is an identity that draws on memories, dreams, and 1990s aesthetics, while at the same time appearing functional, robust, and meticulously crafted. This balance runs through everything from typography and sound to product naming and packaging. The identity is playful and inviting, yet always built on solid engineering principles.

Jewel is a Norwegian product, designed, developed, and produced in Norway. The displays are made from high-quality acrylic and aluminum, with custom-developed rubber strips that ensure the perfect tension and grip. Just as important as the product itself is the packaging and unboxing experience, inspired by the feeling of buying a CD, pulling out the booklet, and physically engaging with the music. By anchoring production in Norway, the brand underscores its dedication to quality while staying close to the country’s traditions of craftsmanship and material expertise.

Bielke&Yang developed a custom typeface inspired by the CD holder itself. The typeface works as a core identity element, giving the brand a distinctive voice. In addition, sounds from the CD universe – inserting a disc, opening a case, pressing play – have been recorded and refined as part of the brand’s sonic identity. Combined with motion elements, this creates a dynamic presence that makes Jewel lively and recognizable across every platform.

The online store is designed to offer a simple and inspiring shopping experience, while the digital tool enables users to explore, select, and share albums. By linking directly to Spotify, and focusing on complete albums rather than shuffle play, Jewel encourages immersion and community. This lays the foundation for a growing movement where enthusiasts can share music, memories, and visual experiences.