ABOUT THE BRAND – The Devil’s Workshop is a local gem located at the heart of West Queen West for over 13 years. The Devil’s Workshop has recently undergone renovations to their new loft-style boutique space located at 1106 Queen St, where they regularly held workshops while customers would shop their custom pieces.
From wedding band workshops, lost wax casting, and silversmithing to glass fusing, bead working and wire working, their approach to jewelry is unique to their shop. With a large array of educational services in addition to their inventory, they have very few competitors within their space.
CHALLENGE– As an exercise for my agency, I took on the challenge of rebranding The Devil's Workshop, a local Toronto business, and elevating it to be more consistent with its competitors. The client wanted to position themselves as luxury jewelers in the Toronto market, but their existing branding did not reflect that.
SOLUTION– I led the rebranding project, starting with a comprehensive brand audit and competitor analysis to identify gaps and opportunities for differentiation. From there, I developed a new visual identity that included a refined logo, a sophisticated colour palette, and a custom typography suite that was both classic and modern. In addition, I created brand guidelines that established a consistent tone of voice and imagery for use across all marketing channels. To showcase the new brand identity, I designed new packaging and marketing materials, including business cards, product tags, and promotional flyers.
