The story of an underwater rebel underpins Pryte, a new Malaysian pearl jewelry brand. Kuala Lumpur agency A Paper Creative created the brand from the ground up, developing its name, logo, and identity. For the emblem, the team chose a bent fork, an everyday object in the fictional protagonist’s life.
In the story, the rebel lives beneath the waves and uses a fork to comb his unruly hair. The familiar utensil takes on a new purpose, expressing the freedom to live by personal rules. The designers stretched the fork’s silhouette diagonally and curved its handle. Thin tines spread out at the top, while the asymmetric shape suits the rebellious persona. The fork also appears independently of the name, including as a profile image and website favicon.
Through this story, Pryte proposes a fresh way to wear pearls, incorporating them into everyday wardrobes and pairing them with clothing according to personal taste. The brand uses freshwater pearls with varied shapes and surface textures. Their natural irregularities support individuality. The jewelry range gives customers room to find pieces that resonate with them.
The brand places the pronunciation guide “Pry-t” beside its name. Its copy plays on the word “pretty,” inviting people to define beauty on their own terms. The phrase “‘Pretty’ belongs to us now” captures that sense of ownership. Another statement, “Pearls are our anthem,” links the jewelry to creative freedom.
The logo sets pryte in lowercase sans-serif letters. Rounded “p” and “e” forms frame the connected “ryt” group. The shoulder of the “r” flows into the left diagonal of the “y,” while the right diagonal of the “y” joins the crossbar of the “t.” These connections bring the three letters into a shared structure while keeping the name legible.
The wordmark’s details continue this interplay of rounded and angular forms. The bottom of the “t” curves to the right and ends in a sharp cut. The “p” has an elongated oval counter, while the “e” has a horizontal crossbar and an open right side. The descenders of the “p” and “y” extend below the baseline. Vertical strokes sit alongside smooth curves and pointed terminals.
The primary logo is black on a light background. On packaging, the name appears blind-stamped without ink, while small metal tags appear on the jewelry. Gray and muted dark tones accompany textured boxes and fabric pouches. The online store shows men and women wearing the jewelry in everyday settings. Collections named Siren, Anchor, Coral, Tide, and Abyss extend the nautical theme and connect the products to Pryte’s story.
Veronica Chua served as creative director. Veronica Chua and Chee Hou Chung handled art direction and design. A Paper Creative’s scope also included packaging design and Shopify store development.