Branding & Logo Design - Zoe Labouré | Envy Web & Design Rotorua
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Branding & Logo Design - Zoe Labouré

Branding & Logo Design - Zoe Labouré

Client: Zoe Labouré, Rotorua

Project Goals: To create a brand identity for Zoe Labouré – a jewellery brand that is invigorating the religious jewellery market by creating pieces that women can wear with confidence.

Founder Crystal reached out to us to create a full brand identity for Zoe Labouré - high-quality, beautiful, meaningful, faith-inspired jewellery brand.

The logo needed to look high-end & luxury, as well as present the dichotomy of the brand; that although Zoe Labouré occupies a traditional space, the pieces are elevated, current and fashion-forward.

A confident, minimalist, high-end and memorable brand identity was developed to directly speak to the customer that will wear Zoe Labouré. We needed to also create a brand that would adapt easily for both print and web needs, so a clean variety of marks were developed to serve the wide variety of uses that may be required.

For the typography, we chose a bold sans serif font that has a classic, luxury feel. Crisp sharp edges echo the shapes of elite fashion brands, while creating a clean, timeless brand.

The way the front of the Z has a finer tip than you would expect for the weight of the type, gives a feeling of elegance & refinement at the start of the logo. The rounded styling on the acute accent over the letter ‘e’ is designed to mimic the softness of the jewellery elements.

The vertical line of the ‘L’ has been sheared forward to create a memorable word mark and hint at the fact that this brand is a little more than meets the eye.

For the brand icon, the ‘L’ overlaps the ‘Z’. This mark fully represents the dichotomy of the brand - while the pieces are delicate and meaningful – this brand is presented in a surprising, assertive and unexpected way. There are two variations of the brand icon – one which sits inside an oval shape, and another that sits on its own.

We wrapped this branding design project exactly one year ago, and we’ve been working with Crystal as she has been diligently working behind the scenes developing the packaging, manufacturing the product range, organising photography and building the website.


Zoe Laboure Brand and logo design Rotorua

Zoe Laboure Brand and logo design Rotorua


Once the branding was finalized, we developed a pattern using the icon and the Fleur-de-lis – a Christian symbol of a lily. In Christianity, lilies symbolize purity and chastity, and historically the fleur-de-lis has represented the Virgin Mary.


Zoe Laboure Brand and logo design Rotorua - pattern developmentZoe Laboure Brand and logo design Rotorua - packaging design

For the packaging, Crystal chose a black cardboard jewellery box, with the logo embossed in gold foil on the top. The jewellery pieces are then nestled within a soft, white pouch that has the oval brand icon embossed on the top.


Packaging for jewellery brand design Zoe Laboure

Packaging for jewellery brand design Zoe Laboure

Packaging for jewellery brand design Zoe Laboure

Zoe Laboure chain necklace

Logo design for jewellery brand design Zoe Laboure


"Michelle at Envy Web & Design exceeded my expectations for what I thought my brand and website could ever look and feel like. Envy brought my vision alive through such creative talent and also strategic know how. Highly recommend."
- Crystal Plummer

Branding | Graphic Design





By Michelle Veysey
Posted: 6/1/2022 1:16:00 PM