20th November 2025: Design and Branding Studio, BADBERRIES has created the rebrand for jewelry recycling pioneer Redyoos, using ‘phantom jewelry’ to showcase how pre-loved items can be given new life and transformed into green technology.
“Redyoos is creating a new category in the sustainability space, repurposing pre-loved jewelry to avoid ending up in landfill and using the precious metals contained in jewelry to power green technology. We knew the visual identity needed to be disruptive and challenging to clearly communicate its purpose and process with a range of people” commented Natasha Szczerb, Managing Director and Co-Founder of BADBERRIES. “The biggest challenge was how do we talk about jewelry without making actual jewels the star of the show. And our solution was to create the concept of ‘phantom jewelry.”
Illustration of rings, necklaces and earrings, enabled the visual storytelling of having pre-loved jewelry and green tech framed with the possibilities of how it can turn into a force for good, telling a powerful story.
Redyoos new logo links the two Os into one, creating a looping ‘infinity’ symbol. “We wanted to echo the recycling, circular systems and social impact messaging through the logo and wider branding.” Commented Dani Wolf, Creative Director at BADBERRIES. “The design strategy is centred around the concept of reduction, aligning back with the essence of the name of the brand. The beauty of less, decluttered space and minimal forms that bring clarity and calm. The rebrand aims to remove any friction with typography and shapes that are smooth, without sharp edges, reflecting the ease of the process of recycling pre-loved jewelry with Redyoos.”
BADBERRIES carefully selected a colour palette with lime green as a primary colour to symbolise the joy and lightness people often feel when letting go of unwanted items and doing good at the same time. The brand strategy positions Redyoos as inclusive, warm and approachable, never preachy or patronising or lecturing people to be more sustainable . This is reflected in the art direction and imagery, featuring “real people” of all ages and imperfections in its photography direction to reinforce that recycling your jewelry is for everyone, easy and accessible
Redyoos was selected for the rebrand as the winner of ‘Make Her Mark’, BADBERRIES initiative to provide practical creative support for female founded businesses which they launched on International Women’s Day this year.
Natasha Szczerb, Managing Director and Co-Founder of BADBERRIES added: “We selected Redyoos as the mission of the brand and the passion of the founder stood out to us. We saw the potential to better communicate what Redyoos does and speak to consumers more clearly. I couldn’t think of a better brand synergy for our first Make Her Mark initiative winner.”
Redyoos was founded by sustainability champion and entrepreneur Cleo Escarez with a mission to make jewelry recycling simple, meaningful and accessible, so more of it actually happens. “Redyoos’ rebrand is about clarity and impact—making our mission to drive social and environmental change impossible to ignore. The new visual identity plays a powerful role in that transformation.” said Cleo Escarez, Founder of Redyoos. “Through bold color choices, clean typography, and symbolic design elements, we’ve created a look that reflects our values and energizes our message. It’s not just beautiful—it’s purposeful. The aesthetic now acts as a beacon for our community, signaling who we are and what we stand for at every touchpoint.”
Redyoos has received a fully realised brand identity as winner of Make Her Mark including a cohesive strategy, distinct brand assets from art direction to motion, a consistent tone of voice, and clear guidelines to ensure the brand remains strong and focused in its mission.
