Redyoos is a jewellery recycling platform on a mission to keep pre-loved pieces out of landfill. Founded by Cleo Escarez, the business gives people a simple way to part with jewellery they no longer want or need: precious metals are recovered and redirected into clean energy technology, and whatever cannot be recycled is donated to local art projects to be repurposed. The model is genuinely new. The brand needed to match it.
They needed an identity that made it immediately clear to their audience what Redyoos stood for and what it could do for them.
Redyoos is a jewellery recycling platform on a mission to keep pre-loved pieces out of landfill. Founded by Cleo Escarez, the business gives people a simple way to part with jewellery they no longer want or need: precious metals are recovered and redirected into clean energy technology, and whatever cannot be recycled is donated to local art projects to be repurposed. The model is genuinely new. The brand needed to match it.
They needed an identity that made it immediately clear to their audience what Redyoos stood for and what it could do for them.
Redyoos is a jewellery recycling platform on a mission to keep pre-loved pieces out of landfill. Founded by Cleo Escarez, the business gives people a simple way to part with jewellery they no longer want or need: precious metals are recovered and redirected into clean energy technology, and whatever cannot be recycled is donated to local art projects to be repurposed. The model is genuinely new. The brand needed to match it.
They needed an identity that made it immediately clear to their audience what Redyoos stood for and what it could do for them.
Before the visual work began, we needed to solve a harder problem. Redyoos was operating in a space with no established playbook, speaking to an audience that had never been asked to think about jewellery this way before. We ran stakeholder interviews, workshops and market research to understand the full picture, then built the strategic foundations the brand needed to grow from: a clear positioning, a framework for how Redyoos talks about itself, and a personality and voice that could make the brand feel as considered in language as in design.
Jewellery is not like other things people recycle. It carries memory and emotional weight, and the positioning we built put that at the centre. Redyoos is the only jewellery recycling platform that treats jewellery as both emotionally charged and materially valuable. That became the creative direction: make letting go feel easy, and make the impact feel real.
Before the visual work began, we needed to solve a harder problem. Redyoos was operating in a space with no established playbook, speaking to an audience that had never been asked to think about jewellery this way before. We ran stakeholder interviews, workshops and market research to understand the full picture, then built the strategic foundations the brand needed to grow from: a clear positioning, a framework for how Redyoos talks about itself, and a personality and voice that could make the brand feel as considered in language as in design.
Jewellery is not like other things people recycle. It carries memory and emotional weight, and the positioning we built put that at the centre. Redyoos is the only jewellery recycling platform that treats jewellery as both emotionally charged and materially valuable. That became the creative direction: make letting go feel easy, and make the impact feel real.
After intensive exploration across different creative territories, we landed on Reduction as the guiding principle for the visual language. Built on the beauty of less, on decluttered space and minimal forms that carry clarity and purpose, it set the standard every design decision would be measured against.
Reduction led directly to the concept of phantom jewellery. Redyoos is not selling jewellery, so it should not look like it is. But jewellery is the raw material of the entire proposition. Phantom jewellery resolves this tension: bold, flat silhouettes of rings, necklaces and earrings that function as a visual language for what is no longer there, and what it becomes. In the brand's art direction, the same graphic forms appear as outlines on green technology imagery, making the connection between input and output immediate into visual storytelling.
After intensive exploration across different creative territories, we landed on Reduction as the guiding principle for the visual language. Built on the beauty of less, on decluttered space and minimal forms that carry clarity and purpose, it set the standard every design decision would be measured against.
Reduction led directly to the concept of phantom jewellery. Redyoos is not selling jewellery, so it should not look like it is. But jewellery is the raw material of the entire proposition. Phantom jewellery resolves this tension: bold, flat silhouettes of rings, necklaces and earrings that function as a visual language for what is no longer there, and what it becomes. In the brand's art direction, the same graphic forms appear as outlines on green technology imagery, making the connection between input and output immediate into visual storytelling.
The visual identity was built as a complete system, each element designed to carry the same principle across every brand expression. The logo links the double O in Redyoos into a single looping form, with circularity built into the wordmark itself. The colour palette was chosen to carry both optimism and depth, reflecting the lightness of letting go and the seriousness of the mission behind it. Typography deliberately avoids sharp edges throughout, representing the frictionless experience of recycling with Redyoos. Photography features real people of all ages and backgrounds, making clear that jewellery recycling is accessible to everyone.
Tone of voice was built as a verbal identity with the same rigour as the visual system. Confident without being preachy, warm without being casual, clear without being clinical, with writing principles that push toward active forward-moving language. Motion extends the identity into time, with a logo sting and icon loop that are fluid and circular.
The visual identity was built as a complete system, each element designed to carry the same principle across every brand expression. The logo links the double O in Redyoos into a single looping form, with circularity built into the wordmark itself. The colour palette was chosen to carry both optimism and depth, reflecting the lightness of letting go and the seriousness of the mission behind it. Typography deliberately avoids sharp edges throughout, representing the frictionless experience of recycling with Redyoos. Photography features real people of all ages and backgrounds, making clear that jewellery recycling is accessible to everyone.
Tone of voice was built as a verbal identity with the same rigour as the visual system. Confident without being preachy, warm without being casual, clear without being clinical, with writing principles that push toward active forward-moving language. Motion extends the identity into time, with a logo sting and icon loop that are fluid and circular.
We created a brand for Redyoos that does justice to what it is: bold and purposeful, built to carry its mission into the world and grow alongside everything the business is working toward.
Cleo Escarez, Founder of Redyoos, said: "Redyoos' rebrand is about clarity and impact, making our mission to drive social and environmental change impossible to ignore. It's not just beautiful. It's purposeful. The aesthetic now acts as a beacon for our community, signalling who we are and what we stand for at every touchpoint."
The project was delivered as part of Make Her Mark, BADBERRIES' initiative to support female entrepreneurs with the brand-building tools to grow their businesses.
We created a brand for Redyoos that does justice to what it is: bold and purposeful, built to carry its mission into the world and grow alongside everything the business is working toward.
Cleo Escarez, Founder of Redyoos, said: "Redyoos' rebrand is about clarity and impact, making our mission to drive social and environmental change impossible to ignore. It's not just beautiful. It's purposeful. The aesthetic now acts as a beacon for our community, signalling who we are and what we stand for at every touchpoint."
The project was delivered as part of Make Her Mark, BADBERRIES' initiative to support female entrepreneurs with the brand-building tools to grow their businesses.
