ReBranding for ‘EFF’: Handmade jewellery designed and manufactured locally, curation of designer clothes. Eff is a brand we created for the fashion and jewellery designer Efrat Ezuz. Efrat loves to sketch, examine and experiment with interesting materials while creating a new collection. All her pieces are handmade by her in her studio and in cooperation with local manufacturers. For the logotype we worked with the geometry and the rhythm of the letters. Upon starting the process we took a strategic decision to add an “F” to the original name, “EF”, both to express the confidence the brand conveys and to guarantee a smooth and clear pronunciation.