AC by Abigail Chui & LORE

2018 | 2022

Role

Brand Designer

Project Brief

Abigail Chui is a jewellery designer based in Singapore. To kickstart her brands, she required two distinct logos to separate the two brands. One was for a ready-to-wear label and the other a couture jewellery line.

AC by Abigail Chui was Abigail’s first label while she was in her undergraduate studies. It was used in media kits and name card. Her brief was to create a monogram from her existing interim logo but was unsure how to integrate it.

LORE is Abigail’s latest label.

Here’s the process

Her brief was to create something accessible, yet sophisticated. With that, I wanted to create a logotype that would fit the idea of: Story of Skin. Through a not very sophisticated ideation process, the story of skin was akin to the indentation post-wearing the jewellery. 

I wanted to emulate the vision of skin indentations in the type face and I began to create drafts.


Here’s a sampling of the different type of way I drew the word–LORE for Abigail to get a look and feel of how my vision of the indented typeface


Here’s some of the samples that were rejected.

Abigial and I had a very extensive conversation on how to further refine the logotype and soon enough, we settled on a good balance!