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branding for jewellery designer
The Spring Moon Logo design



intriguing, bold, elegant


The Spring Moon is a Toronto jeweller whose business was taking off.  Farheen Ali, the designer behind The Spring Moon, approached me to rebrand her business to elevate her brand so that it aligned with the high end museums and retailers that were selling her work. For Farheen, she wanted her brand to reflect the intricate nature and bold allure that exists within her pieces. They're so much more than adornment, they're pieces of wearable art.

The Spring Moon primary logo design
branding for jeweller
the spring moon branding
the spring moon shape
the spring moon shape
the spring moon shape
brand style guide

Each of her pieces has a story to tell. “By using contrasting elements in my work and connecting them together to create a unique whole, I strive to create conversation pieces.”

Her work is very sculptural, intricate, and colourful and I wanted the design of her logo to honour that. It's about connection, a coming together of shapes and stories. Many of her pieces are refurbished into new creations from broken jewellery brought to her by her clients. There's so much more than meets the eye within her work.

The Spring Moon wide logo design
jewellery catalogue design
the spring moon tagline

Farheen has a tagline for The Spring Moon, "Because beautiful art should not just hang on walls". This sums up how her work should be portrayed. It is more than just jewelry, it is a statement. It has a story to tell and each individual piece is significant. Whether it's the story behind the materials, the inspiration for the piece (she earned the artist-in-residence spot for the international  Immersive Art Series) or the history of the pieces that came together to make the new whole.


I can not say enough about my fantastic experience with Jenny Henderson studio. From the very beginning I felt that my thoughts and ideas were taken into consideration and the entire process was wonderfully collaborative. Jenny's designs and concepts were well thought out and incredibly detailed and really helped me to develop my brand beyond my expectations. Needless to say the entire process didn't just result in a fantastic brand style guide and logo but it actually helped me to gain a greater understanding of my business. I couldn't have been happier!

Farheen Ali, The Spring Moon

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