The project for Rules of Raine was born out of a life transition: the jewelry brand had to accompany that change. Like the founder's story, we wanted the brand to keep its spirit but freshen up, show its growth, and emphasize the craft and dedication that the brand deserved, entering a space of more sophistication. Recognizing that the founder's efforts had brought her from a girl making crafts in her room to the maker of a full-fledged brand.

Motivated by the proximity to water and the wordplay between her late father and the brand's name, blue became central to this transformation. Blue's calm and collected opposite, a luxurious and seductive cousin, the deep cherry red offered a complementary and timeless pairing to be used as secondary and main colors. Both adapted well to paper and textile, offering a wide range of combinations within them. As the brand expands, so can the color palette. Restriction here is not the answer, but flexibility within the framework. 

I wanted the logo to reference stamps and markings from guilds of the past, mainly the period when commerce was conducted by ship. Also highly symbolic since the move was to a port city. And the collective memories we have about guilds and their highly skilled workers would help reinforce the commitment to excellence in the finishing and hand-craft aspect of the brand's products. The logo was hand-stenciled and illustrated to convey an even more crafted feeling. Typography was kept clear, legible and approachable for all internet presence and social media.

2025/Rebrand/Illustration

@rules.of.raine

www.rulesofraine.com