Foe & Dear

We first met Katherine of Foe & Dear while we were working with her studio mate, Christina, on the new Fox & Flourish website. At the time, our Gastown studio was only a 5 min walk down the street from theirs, so naturally we became good neighbours. Kat’s warm personality and optimism is hard to miss and it left a lasting impression on us upon our first meeting. As we continued to work together, we learnt of Kat’s strong ambition and creativity—attributes that have brought Foe & Dear to where it is today.

 

 

Branding

For the logo and wordmark, we sought to highlight the relationship between this unique word pairing of ‘foe’ and ‘dear.’ The word ‘foe’ refers to enemy, opposed and unfriendly, while the word ‘dear’ is defined as beloved, close and intimate. To further convey this concept, we chose to focus on the negative space between the words, bringing a strong sense of confidence to the brand. Additionally, we customized the ampersand symbol to add a level of elegance and flow to the overall wordmark, reflecting the jewelry itself.

Packaging

When it came to the packaging design, we wanted to elevate the customer experience for receiving a Foe & Dear jewelry. Our team found the juxtaposition of jewelry and artwork interesting. In light of this, the jewelry boxes were designed to reference display plinths you might see in an art gallery or museum setting. The use of white uncoated paper with a debossed foiled logo on a textured surface brings attention and prominence to what it contains.

Lookbook

Building off of the Foe & Dear branding, the lookbook concept was focused around the juxtaposition of natural wonders and the human body and the enduring beauty that is revealed in both. As German poet and philosopher Friedrich Schlegel put it: “beauty is that which is simultaneously attractive and sublime.” We looked to nature as it provides us with great resources. However, we noted that raw materials only become practical and appealing after a craftsman makes use of it. Foe & Dear utilizes raw materials and creates sculptural masterpieces for the body. With this perspective, Foe & Dear’s jewelry is beyond a fashion accessory but a timeliness sculpture like the nature it came from—the lookbook is a showcase of this idea.

 

“When we think of beauty, we think of purity, and raw, boundless strength. We think of how the earth, under immense pressure, knicks and bows and jags into the tallest of mountain ranges and the deepest valleys—taking a new shape, always resilient, like us. In ourselves, we see the earth, shrouded in romance and mystery…”
— Foe & Dear 2017 Lookbook

 

 

Design & Materials

When Foe & Dear asked us to design their printed 2017 lookbook, we explored various paper and format options but ultimately decided to use newsprint, a perhaps less conventional medium in the jewelry industry.

The first printed newspaper appeared in Germany in the late 1400’s. Since then, newsprint has been a familiar medium to tell stories in a way that’s tactile and relatable. These attributes are what Foe & Dear believes in―creating jewelry that is tactile and natural with a unique story of its own. The final printed lookbook provides an interesting contrast with high quality products printed on an accessible and economical paper stock.