Jewellery & workshopsToronto
One wing in ink,
one left open.
00The project
- Client
- REBE77E
- Field
- Jewellery and make-it-yourself workshops
- City
- Toronto
- Years
- 2022 identity · 2024 promotion
REBE77E sells jewellery in Toronto and runs workshops where people make their own — silver clay, candles, lipstick. One shop, two kinds of customer: those who come to choose and those who come to make. The mark we drew for it is a faceted butterfly with one wing filled and one left in outline; the guide, the promotion and the shop’s icons all grow from it.
- Logo & butterfly mark
- Logo guide
- Promotional post & reel
- Workshop poster
- Line icons for the shop
01The mark
A butterfly cut like a stone,
half filled, half drawn.
The butterfly is built from facets, the way a stone is cut. The left wing is filled in black, the right is drawn in outline: one shape, worn two ways — like the shop’s two kinds of customer. The name is set in wide-spaced capitals, so the double 7 reads as a pair.
02Working sheets
The roads not taken,
and the one kept.
The 2022 file keeps every direction tried: a looped double B for the name Rebelle, solid and cut-out butterflies, gold, silver and wine trials, and a set of marks built on the double 7. What stayed was the quietest of them, the faceted butterfly.
03The guide
Ten pages,
so nobody redraws it.
The guide sets out the signature, the horizontal and vertical lockups, the butterfly alone for round and square avatars, one-colour versions, and the do’s and don’ts — enough for a printer, or whoever runs the shop’s social media, to work from.
04The post
The jewellery first,
and only then the name.
For a 2024 promotion we made a square post and a fourteen-second reel from one picture: the shop’s snake necklace first, the categories along the top, then four pieces closing in a ring. The reel lets each layer arrive in turn and keeps the name for last. The original stone backdrop is of unknown source, so only the closing frame is shown here, on a plain ground.
05In the shop
Three small drawings
for the shop wall.
For the shop’s display we drew three line icons in the mark’s manner — a cut diamond, a crystal, a drop earring — each with a four-point sparkle, to sit beside the butterfly on three panels. They survive as display designs; there is no record of the installation.
01Diamond
02Crystal
03Drop
Choose one, or make one.