OVERVIEW
We designed a brand identity for a jewellery brand brief around the stories they gave, the themes they preferred and gave us the creative freedom over choosing a name for the brand. Through this, we discovered a duck species called Eurasian teal which matched the their name, his beginning and his duck story. From then on, we started experimenting with free-flowing markmaking with ink and metal offcuts from his practice which inspired the later typographic designs. Afterwards, I took the initiative to personally explore this in a 3D experimentation. I was able to understand how to use these elements in producing branding assets.
ANALOGUE INKING
PROCESS
Brainstorming and Discussion with Client:
Collaborated with the client, a Sheffield-based artisan, to create a brand identity that exudes youthfulness while maintaining a sense of sophistication. The process began with exploring the story of his duck — a personal narrative that represents authenticity and connection to his craft.
Inking and Mark-Making:
Utilized scrap metal from his metalworking studio to experiment with typography and inking techniques. This approach reflected his authentic working process, integrating elements of his craft into the visual branding. The result was a brand identity deeply connected to his story and environment, adding substance and meaning.
Experimenting with Interpretation:
- Playful and Youthful: Inspired by the client’s duck story, the flowing water on a duck’s back informed free-flowing ink and mark-making techniques.
- Authenticity: Metal scraps from his studio symbolized his craft, grounding the brand in his creative process and personal history.
- Colour scheme was based by this surname Teale and a duck species Eurasian teal (colour, patterns & shapes).
This development process ensured the brand identity was both meaningful and reflective of the client's unique story and values.
DIGITAL DEV
Inking Experiment Scans
Group Experimentations
Final renditions - Mine (2 Left), Ryan Dean (Right Middle), Louis Bates (Right)
3D DESIGN CONCEPTS - PROMOTIONAL MATERIALS & STORE FRONT POSTERS/ PRODUCTS DISPLAY DESIGN
CREATIVE DIRECTION SHIFT
Upon reflection, the original font choice lacked the playful sophistication and emotional depth I aimed to capture—particularly in relation to the client’s charming backstory involving ducks. This prompted a shift in brand identity, drawing inspiration from our metal inking experiments and traditional calligraphy. I explored heritage-inspired typography rooted in Sheffield’s steel industry legacy, aligning with the client’s desire to proudly represent their identity as a Sheffield-based, small independent artisan. The result is a visual language that moves away from the overly polished, modern aesthetics common in today’s jewellery market—embracing instead a nostalgic, handcrafted feel that resonates with Gen Z’s growing love for storytelling, place-based branding, and vintage charm.
STORE FRONT BRAND MOCKUPS