Zayreboy Body of Work

Mason & Smith
Identity Design Art Direction 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. When they approached me, the brand was preparing to move into a new flagship space—and with that, a much-needed visual uplift. At the time, their logo was simply a typeface. They wanted something more distinctive and reflective of their values.

I began by redrawing their logo around a custom ampersand—shaped to mirror the curves of the original ‘M’ and ‘S’. This became the central emblem of the identity, designed to stand alone or sit confidently within the logotype. Beyond the mark, I developed seven illustrated brand elements, each representing a step in the shoemaking process—from pattern cutting to final polish. These became key to the brand’s visual storytelling, serving as a blueprint for the art direction.

Together, we moved away from the typical “gentleman’s cave” aesthetic often seen in men’s grooming brands. Instead, we shaped a softer tone—warm, storied, and quietly confident. This design language extended into the new store, where daylight, woodgrain, and plants mirrored the care found in every shine and stitch. The refreshed identity reintroduced Mason & Smith to a wider audience—one that values both craft and character.