Branding
Overview
The Trama logotype features delicate, organic characters, intertwining the "a" and "m" to symbolize connected narratives. The system includes a dynamic monogram that forms the letter “T” while abstractly revealing the founder's initials, “C” and “P.” To build an intimate, editorial feel, the color palette contrasts deep plum, earth brown, and moss green backgrounds with clean linen and bone tones.
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About
Trama is a Mexican fine jewelry studio led by Carlos Pelayo. The name conceives the designer as a contemporary troubadour who weaves stories to materialize them into unique pieces. We developed a comprehensive rebranding to align the brand with its values, projecting the delicacy and artisanal precision of its craft.
Visual Narrative
The logotype endows each character with a unique, organic, and delicate body. Reflecting the brand's essence, the letters “a” and “m” intertwine to symbolize the union of the narratives behind each piece. The identity unfolds into two configurations: one where the logotype is accompanied by the descriptive tag “Joyería con historia. Diseño a medida” (Jewelry with history. Custom design) in a light sans-serif typeface, and another composition that adds the slogan “Relatos valiosos” (Valuable tales) in a script typeface with curved strokes to accentuate its artistic character.
The system is complemented by a dynamic, double-reading monogram. Individually, it functions as the “T” for Trama, balancing robust and light strokes, while its curves abstractly reveal the initials “C” and “P” of the founder. It can be used isolated, mirrored, or repeated four times to create a grid that frames the jewelry pieces.
The color palette contrasts enveloping backgrounds in plum burgundy, earth brown, and moss green—building an intimate, editorial atmosphere—with the tactile lightness of linen and bone tones in the stationery. The editorial design acts as the core of the identity; the intentional use of white space and the curated composition express the elegance of a brand entirely dedicated to signature design and tangible narrative.
Design Evolution & Strategy
For Trama, we began with the logo sketching process, aligning it with the brand's vision and conceptualizing its shapes and strokes. In parallel, we developed the monogram to create a signature mark that serves as a distinctive symbol of the identity. The color selection was the subsequent step, chosen with the clear intention of creating a warm and harmonious identity that conveys delicacy.
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