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.

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By using a moodboard wall for the project, our team was able to visualize the overall look and feel for the rebrand

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Some initial logo ideation

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Sketches exploring the dieline and dimensions for the custom jewelry box

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The final wordmark result is a dynamic logo where the distance between ‘foe’ and ‘& dear’ is in relation to the medium

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The secondary mark is applied where a smaller logomark is needed

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Business cards and postcards

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Thank you cards

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.

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Custom box final outcome

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.

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Sector
  • Identity
  • Packaging
  • Location
    Vancouver, Canada

    Credit
    Taby Cheng, photography