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.
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
