Joie Brands Logo Design

Dubai based boutique branding agency, Joie Brands, got in touch with indent to add the final ingredient to their own strategic rebrand: a bespoke logotype.
Working alongside the team at Joie, the logo was hand-crafted to express their attitude and newly realised mission statement of creating brands that are more approachable and human: “We build passionate brands that enrich the human experience.
Joie Brands had a very distinct style they were after, so considerable effort was placed on each letterform having a life of its own.
The process required the letters to be individually created with a brush in order to achieve the desired varied stroke contrast and randomness.
These were then later combined, refined and crafted to produce the final mark.
Art direction and graphic design: Denton Pretorius
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