LAVERAN PARIS
A new art direction and website redesign, following the initial identity created when the brand was launched in 2022.
LAVERAN DIAMANTS PARIS is a contemporary jewellery house specialising in lab-grown diamonds. All pieces are designed around real diamonds created in a laboratory through controlled technological processes, offering an ethical alternative to mined diamonds.
ANALYSIS
Since its creation, Laveran Paris has gained maturity and its market has evolved. The visuals used at the time no longer reflected the brand’s current positioning.
In 2026, Laveran Paris contacted me again to develop a new art direction and rethink the website as part of its positioning at Galeries Lafayette.
MISSION
After analysis, I decided to work on this friction point and address the idea that lab-grown diamonds are not real diamonds.
In the collective imagination, natural diamonds represent eternity, and eternity cannot be replaced by technology. I therefore wanted to move away from the technology used to create these stones.
Before even thinking about the user experience, I decided to start by defining a new art direction in this sense. I wanted to evoke and anchor an impression of the natural quality of the stone, but also the work of the human hand. I would also suggest using the term “cultured diamonds” rather than “lab-grown diamonds”, although this would need to be checked from an SEO perspective.
I moved towards a slightly surreal mineral context, in order to evoke a diamond born from the hand of man, like a sculpture extracted from stone by the expert hand of the sculptor. I chose geometric blocks of flesh-toned stone, broken pieces, powder and fragments resulting from the extraction of the diamond or the jewel. I was then able to generate visuals in this direction using generative AI tools.
Then, in order not to completely break away from the previous art direction and to retain its visual warmth, I chose to generate worn jewellery visuals, but with a more delicate feel. The typefaces were also softened.
In a second direction, I decided to highlight coloured diamonds.
Their natural formation results from an exceptionally rare phenomenon in nature.
Maison Laveran is now able to recreate, through precise savoir-faire, the conditions behind the formation of pink, yellow, blue or green coloured diamonds.
After that, I began the redesign of the homepage, as well as the category and product page templates.
Beyond the classic implementation of a carefully designed user journey, associated products and standard reassurance blocks, I understood that highlighting the ethical and ecological aspect of the diamonds was not enough here.
I therefore designed the user experience to genuinely address the misconceptions around lab-grown diamonds and highlight the exceptional nature of coloured diamonds.
