Case study
Pandora
How do you make an iconic Danish jewellery brand feel right for the modern masses?
The problem
Pink-washing and generic imagery had left a heritage brand speaking in a whisper, its assets incoherent and its story buried.
The insight
Pandora was founded in Copenhagen in 1982 with a bold idea: making quality jewellery accessible to all. The confidence the brand needed was already in its roots.
The idea
Pandora exists to give a voice to people’s loves, so the brand stopped whispering and started speaking up. A big, unapologetic logo, the crowned O as an exclamation mark and pink reframed from over-used to intentional.
Impact
A global brand overhaul, from identity and photography to the full packaging portfolio, rolled out across 100+ countries. Since then, Pandora has grown revenue 13% in 2024 and joined Interbrand’s top 100 brands in 2025.
My role
Senior Brand Designer, Aruliden. Partnered directly with Pandora’s global team in Copenhagen. Owned the worldwide rollout of the new brand assets and the full packaging portfolio, working with industrial designers on the pack forms and directing hundreds of mock-ups to define every stock and finish.
