Bijou is a French word meaning jewel, the perfect word for a fine jewelry brand that creates timeless, unique, and affordable jewelry. Bijou is looking to establish a brand story and personality, develop cohesive designs, and create an online identity and voice. Establishing these components for Bijou’s business will ensure the development of the brand, specifically for their target audience. Bijou’s style goals are to emulate simplicity and youthfulness with its design—this will be done through simple illustrations and patterns. The primary target audience is people between the ages of 23–35 that are looking to start their jewelry collection in a sustainable and affordable way. The secondary target audience is people between the ages of 25–40 that are gifting the jewelry to people that are meaningful to them—they are seeking a brand that offers affordable and timeless pieces that carry deep meaning.