Handmade jewellery is one of the most visually congested categories in independent retail. The available aesthetics have largely collapsed into two positions: the warm-rustic of artisan craft and the cold minimalism borrowed from fine jewellery so we created a balance that straddled the two worlds.

Neither suited a brand whose name - drawn from the Greek, meaning "to speak in riddles" - pointed toward something more elusive. The brief was to build a brand that rewarded discovery rather than announced itself

The brand mark and its relationship to the name's meaning with the typeface choice holds the right tension between legibility and mystery.