Alex Cupial-Jones

Alex Cupial-Jones

Creative LeadLondon, United Kingdom
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Waseem Haider
Graham Burrows
James Willetts
Alex Cupial-Jones

Alex Cupial-Jones

Creative LeadLondon, United Kingdom
About me
Hi I'm Alex! Creative Designer with over 6 years of industry experience in building and developing brand stories. Creative Lead at Marmalade London.
Projects credited in
  • Shaping the on-product identity of a global fashion retailer
    Shaping the on-product identity of a global fashion retailerMarmalade carried out a full Branding and Packaging review for the global online fashion retailer, to generate a consistent visual system to align key departments. Brand elements such as the colour palette, which goes from brown paper through greys and white to a dark navy, has been applied across both menswear and womenswear to ensure synergy. Distinguishing collections such as petite, curve and maternity was achieved through a series of keyboard glyphs, inspired by ASOS’s e-comm heritage.
  • Capturing the finest Italian artistry for a new generation of customers
    Capturing the finest Italian artistry for a new generation of customersMarmalade’s challenge was to update an Italian family business, established in 1983, for its rapidly changing and much younger client base. The logo redesign delicately represents the fine traditional handcrafted needlework of the lingerie itself, whilst remaining clean and uncluttered. The client wanted to retain a personal touch with every transaction, so we introduced handwritten and hand-stamped assets as part of their new bespoke packaging.
  • Introducing a bold new player to the growing men's jewellery market
    Introducing a bold new player to the growing men's jewellery marketAlex Orso was all about positioning the brand as a leader in a growing men’s jewellery sector. With a quietly confident yet masculine brand realisation, AO’s core ethos of ‘detail defined’, is reflected throughout all its consumer touch points. Minimalist product forms are reflected in the architecturally inspired campaign photography and simple and beautifully executed packaging solutions. Alex Orso fills the void of a contemporary men’s jewellery offering for the modern man.
  • Crafting the identity for a new coffee, bar & eatery in central London
    Crafting the identity for a new coffee, bar & eatery in central LondonRetaining a classic serif typeface and simplistic colour palette, the secondary logo for Watch House Coffee references the aged windows of the original Watch House building, serving the outer fringe of St. Mary Magdalen Church in South London. Inspired by the building’s key architectural features, the brand feels expertly established, whilst its mix of reductive application, and unique curation of spaces, keep the brand modern and clean.
  • Creating the ultimate interactive Valli shopping experience for H&M
    Creating the ultimate interactive Valli shopping experience for H&MFor H&M’s latest coveted collaboration, Marmalade created a Giambattista Valli shopping experience for VIP customers – a world where haute couture takes centre stage. Tension between soft flowing fabrics and piercing silhouettes feature heavily throughout the collection, informing the design of a space draped in tulle and chandeliers encased in harsh bare scaffolding structures. Marmalade handled the spatial design process from concept to installation.
  • Extending the ASOS portfolio into the competitive beauty sector
    Extending the ASOS portfolio into the competitive beauty sectorSolely as an online destination it was important to find a visual identity that allowed the beauty product to stand out amongst other branded options. The final execution uses bold colours and simple, playful illustrations that represent the range of Make-Up, Beauty and Grooming products. Key to this exercise was to ensure the key brand assets had enough flex to evolve and allow for product range extension.
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Work history
    Marmalade London logo
    Marmalade London logo
    Creative LeadMarmalade London
    London, United KingdomFull Time
    Marmalade London logo
    Marmalade London logo
    Senior DesignerMarmalade London
     - London, United KingdomFull Time
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Skills
  • Packaging Design
  • Design Strategy
  • Brand Positioning
  • Branding Design
  • Web Design
  • Concept Development
Education
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    BA(Hons) Graphic DesignNottingham Trent University
    Nottingham, United Kingdom