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The Odd Cut


Brand Identity, Art Direction, Print, Digital, Packaging Design

Antiques with an edge.

The aim of the rebrand of the antique jewellery company was to update the visual language for a wider, and more youthful audience – whilst not alienating their core clientele.

We designed a bespoke logotype based on a Victorian typeface, simplified and re-drawn with modernist shapes. The angular cuts in the typeface play off the brand’s name.

Supporting graphics and icons reference the format of precious metal hallmarks found on vintage jewellery.

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