tef’s accessories

This is a special brand to me because when I was doing the briefing with my client, and friend, I asked her what she wanted the branding to communicate and she said “Confidence”. When I asked her to expand on this, she said she creates her pieces to give people the confidence that they can wear whatever they want, breaking stereotypes or myths like, certain body types or certain colored skinned people “don’t look good with” or, “shouldn’t wear XYZ”. She also takes pride in the fact that her pieces are unique and she does not like mass design, so every piece her clients get is one of a kind and they will not see another person wearing the same accessory.

Tef’s accessories are created with the customer in mind and so is this brand. She initially wanted it all to be all neutral and “aesthetic” which is in style. But I persuaded her to have the brand be more “her” and embody what she also wants to communicate to her clients—that it doesn’t pay to be like the rest. It’s a good thing to be different and different is still beautiful.