Redyoos is a jewellery-recycling pioneer with an important mission: to keep pre-loved pieces out of landfill and reclaim precious metals to power clean-energy technology. Their challenge was to communicate what they do without looking like a jewellery brand, with an identity that spoke to recycling, circularity and impact.
The solution was to build the visual language around reduction, with the core concept grounded around 'phantom jewellery': bold, minimal silhouettes that replace real pieces entirely in every touchpoint. This approach shifts jewellery from ornament to transformation, linking each piece to green tech potential. The result is a clear, confident and purposeful brand that says more by showing less.
Rebranding redyoos: Reduction as a design principle
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Crafting the Brand System
Beyond phantom jewellery, every element of the brand reflects this principle of reduction. The looping infinity logo anchors the system in circularity, while the lime green hero colour brings lightness and optimism to the idea of letting go, evoking possibilities. Smooth, decluttered typography reinforces ease and simplicity, removing friction at every step.
Photography features real people of all ages and imperfections — a deliberate move away from polished jewellery cues and toward an inclusive, human brand. Combined with a warm, conversational tone of voice, the visual and verbal language work together to make jewellery recycling feel simple, accessible and genuinely worth doing.
“Redyoos’ rebrand is about clarity and impact—making our mission to drive social and environmental change impossible to ignore. The new visual identity plays a powerful role in that transformation. Through bold color choices, clean typography, and symbolic design elements, we’ve created a look that reflects our values and energizes our message. It’s not just beautiful—it’s purposeful. The aesthetic now acts as a beacon for our community, signaling who we are and what we stand for at every touchpoint.”
Cleo Escarez
Founder of Redyoos
