When the ambition of a brand changes, its identity has to evolve with it. The original identity had a clear starting point, but as the company prepared to launch its product and enter conversations with investors, it became clear that the visual language no longer reflected the brand’s ambition. For Bewy, we moved away from a literal and playful visual language toward something more refined, credible and future-oriented. The new identity is built around three ideas: space, letter B, and progress. A visual identity designed to reflect where Bewy is going, not where it started.

the green background looks good. which bewy logo do you like?

Motifs is a perfect bound book (cold glue) showcasing a “typeface” I designed that experiments with forms mapped to upper and lowercase glyphs (A-Z). It presents images, the glyphs and then the glyphs being used to describe the images in three sequential chapters. Printed and bound at Imprimerie Launay in Paris. Photography in the book is by Alexa Nikol Curran.

Designing a typeface around imagery rather than pure letterforms is an unusual brief. Did the glyph shapes come from tracing the images directly, or did you design the letters first and go hunting for images that matched?