Bielke&Yang Elevates CD Culture Through Norwegian Design and Nostalgia
When product designer Marius Brandl approached Bielke&Yang with a concept he'd been developing since the late 1990s, the challenge was to unite two seemingly opposite worlds: the soft, nostalgic, emotional music experience and the strict, technical precision of product development. The result is Jewel—a Norwegian-designed CD display system that positions physical music formats as cultural artifacts for a global community of music collectors. Bielke&Yang developed the name, identity, and complete visual system that brings the brand to life.
Balancing Nostalgia and Engineering
The identity concept "Nostalgia + Engineering" permeates everything from typography and sound to product naming and packaging design. Bielke&Yang created a custom typeface inspired by the CD-16 holder itself, built on a 4x4 grid that balances technical construction with nostalgic expression. The typeface functions as a defining identity element, giving the brand a unique voice.
The studio recorded actual CD sounds—inserting discs, opening cases, pressing play—and processed them into a sonic brand universe. Combined with motion elements, this creates a dynamic identity that makes Jewel recognizable across platforms.
Bielke&Yang collaborated with Bow on launch campaign and content production, Rayan Zomorodi on 3D, Smør on the digital tool, and Frend on the webshop.
“We wanted to create a brand that elevates the CD for what it is: an icon and an object full of memories. The identity balances nostalgia and engineering, and gives us room to grow—from CD to vinyl and cassette. And we're proud to say that everything is developed and produced in Norway.”
Marius Brandl, founder of Jewel
What the product looks like
