Travelling isn't always a straight line, we rarely go from A straight to our finish point B. It is more likely to be a journey that has many different events, and unplanned situations, spontaneous changes... This is what makes travels exciting and memorable.
This thought is what inspired the tag line of Jey&em: "the organic way of travelling". We accept travelling isn't always a planned journey, it takes shape as it goes, it is a bit of a windy road.
Our logo is the translation of this philosophy into a geometrical shape. That was in fact the inspiration and starting point for the Branding agency Duett Studio to start creating our brand.
The pine cone exemplifies the essence of Jey&em, its multiple scales represent the various happenings during the journey, and they coexist in harmony all linked to the stem, being the purpose of the journey.