This dissertation describes the author’s assignment with the Saurum Oy company: To design a range of jewellery for the trademark Made for Men; including tie pins and cuff-links. The main idea was to create something new and exceptional compared with existing products. The visual look of the brand itself, therefore emerged as the goal of the project, with the overriding aim to establish and build a foundation for the brand. The target group were men aged 17-30 and the visual look was to be associated with dominant, current trends and (youth) culture. The product concept tied the name of the brand with the graphic design of the logo so that the work is categorised more by the graphics than the jewellery; this seemed to demand a different approach to usual practise in the precious metal business. The professional capability and maturity required of a designer are indicated by an ability to analyse characteristics for the target group, and above all to create a visually interesting piece that shows the results of the analysis. The designer’s position of belonging to the target group lent him a certain expertise in the field and therefore he was elevated beyond the usual position of the market observer. Combined with his skill and knowledge as a jeweller, this played a vital role in the overall process. Existing advertising images for known brands, directed to the target group, were chosen as the target for the analysis and impressions and ideals analysed for the messages they transmit. A semiotic picture analysis was applied as a further method and typical elements for brand building used as a foundation for the concept. In the analysis the author sought key features for the brand and any other factors that could lend a graphic and visual style. Special attention was paid to the examination of visual elements; as a result a jewellery brand was created by the name of "Rmor" with the slogan "Survival Gear". The graphic look of the work is dominated by ‘an armour’ element, which was the starting point of the work and also led to the name of the brand.