Trama

Published July 25, 2026

Trama is a Mexican fine jewelry studio led by Carlos Pelayo. We developed a comprehensive rebranding that mirrors the brand’s storytelling essence through a carefully curated typographic system that balances organic expression with structural contrast.

We crafted the logotype using TAN Waverly by Tan Type Co., selecting it for its organic and airy letterforms. The typeface underwent modifications to intertwine the letters a and m and emphasize its dramatic angles, creating a visual analogy to the natural oscillations of a spoken tale. The system unfolds into two main configurations: the brand’s slogan, “Relatos valiosos”, is set in Pinyon Script by Nicole Fally, using fluid, calligraphic curves to lend an artistic, human touch to the identity. In contrast, the descriptive sublines, “Joyería con historia” and “Diseño a la medida”, utilize ITC Franklin Gothic by Victor Caruso, providing a grounded, sophisticated counterpoint through its lighter, clean sans-serif weights.

This typographic core is complemented by a dynamic, double-reading monogram created from bespoke, hand-drawn lettering. Balancing robust and light strokes, it functions individually as the T for Trama, while its custom curves abstractly reveal the founder’s initials, C and P. Applied alongside a deep color palette of plum and earth tones, the intentional layout and precise choice of fonts build an intimate, editorial atmosphere entirely dedicated to signature design and tangible narrative.

Wooden box design by Lobsanth and Heisei Estudio

Read full story.

WRITTEN BY

FontsInUse

An independent archive of typography.