WE ARE RUBA
We Are Ruba is a fine jewellery brand inspired by the Silk Roads, where cultures, stories and craftsmanship meet. The brand celebrates heritage, connection and timeless beauty, translating historical richness into contemporary, meaningful pieces. Each collection feels like a journey – layered, soulful and designed to be worn as modern heirlooms.
CHALLENGE
Ruba came to us with a strong and poetic brand concept, but it lived mostly in words and intention. The challenge was to translate this depth into a visual world that could truly express the richness of the Silk Roads, while launching in a highly competitive jewellery market. Their initial e-commerce approach was clean but flat – white backgrounds, no props, no atmosphere, no storytelling. The brand needed imagery that could carry emotion, culture and narrative, not just product.
APPROACH
We immersed ourselves in the brand story, heritage references and emotional layers behind the Silk Roads concept, then translated this into a cohesive visual language. We developed the art direction for their brand identity and later led their launch campaign, shifting from simple packshot-style photography to a full storytelling-driven shoot. Through considered styling, props, textures, lighting and composition, we built a visual narrative that reflected journey, culture and craftsmanship, creating a world the jewellery could live in rather than float against.
ELEVATED BRAND VISUAL IDENTITY
A rich, story-led aesthetic aligned with the Silk Roads inspiration
Visuals that communicate depth, heritage and emotion, not just product
STRONG LAUNCH CAMPAIGN PRESENCE
Transition from basic e-commerce shots to a fully art-directed campaign
A distinctive visual world that immediately set the brand apart
COHESIVE STORYTELLING ACROSS TOUCHPOINTS
Consistent look and feel across website, social and marketing assets
A recognisable visual language that strengthens brand recall
PREMIUM PERCEPTION & DESIRABILITY
Jewellery positioned as modern heirlooms rather than accessories
Increased emotional connection and perceived value through narrative-led imagery
