Zayreboy Body of Work

Mason & Smith
Identity Design Lettering Image-making Packaging Print Collateral

Project Type
Commissioned by Mason and Smith
Year
2023

Mason & Smith is a heritage-rooted shoe care studio in Singapore, known for its devotion to traditional craft. This rebrand revolves around a custom ampersand—a central element drawn from scratch to mirror the curves of the original 'M' and 'S' initials. The ampersand functions fluidly across the identity: as a standalone mark, and as part of the full logotype.

Beyond the logo, I developed seven illustrated brand elements to reflect each stage of the shoemaking process—from pattern cutting to final polish. These visual steps became the foundation of the brand system, extending into packaging, print, and brand communications. The result is a reimagined identity that honors the past while making space for storytelling through design

Unlike the typical “gentleman’s cave” aesthetic often seen in men’s grooming brands, we wanted Mason & Smith to feel warm, storied, and quietly confident. This meant softening the tone—through both design and environment. While the visuals honour shoemaking heritage, the identity also invites a newer generation of customers who value both craft and character. This warmth extended into the interior design too: wood grain, concrete, plants, and daylight come together to reflect the same care found in every shine and stitch.