Tourell
We kept coming back to that slightly irritating feeling when something is two things at once. Tine, Tourell’s founder, came to us with strong ideas about materials, production and how the jewelry should look. Through our conversations, we began to see those ideas in pairs: handmade and high-tech, pure and raw, simple and complex. The jewelry itself is swirly, looping into itself in forms that are really complex to make. The natural thing would have been to make something ornamental around it. We were more interested in putting something very controlled beside it and seeing what happened between the two.
Made together with Sebastian Ygge
That tension is concentrated in the wordmark. You can read it as a sans serif wanting to be a serif, or the other way around. It’s sharp and constructed, but there’s something organic in it that almost wants to break out. Around it, we used Helvetica and kept things almost entirely black on white. Very little to pull your attention away from the jewelry. We love that kind of minimalism, where you still get the feeling right. Seeing everything together was satisfying because it formed a whole and still felt like it was battling itself a little. The jewelry had room to shine, while the identity kept that small irritation. We wanted to hold on to that vibrating tension—the feeling that it could be one thing and still have its opposite in it.
