Leman Jewelry Identity Design by M — N Associates
When it comes to jewelry industry, Vietnam has been known for a reputation of gold craftsmanship, trading and ignoring retail experience. However, Leman Jewelry stands out as an independent haute couture design brand, which specializes in diamonds.
For many years, they have been not just shaping up diamond the trading market in Vietnam, but also unlocking a completely new behavior to high-class society by their unique diamond jewelry designs. In spite of various types of orders and requirements, whether they are designs created to suits owned diamonds or new exclusive designs to comprehend rare diamonds, Leman’s creation is always sophisticated, diversified and exquisite.
Starting with the most basic ring setting shape,
the shape which holds the diamonds and glorifies its beauty: the cross setting.
We called it the Leman Star.
Looking back to the original blue color from previous leather packaging, we saw its potential which can be used to highlight the wide range of colors from diamond jewelry. Therefore, we decided that it can be the new core color.
Also, we developed a rich extension of white color elements to support the Leman blue, from metal shiny materials to white texture paper. The color environment represents the universe of Leman, which also is reflected in the packaging system.
To highlight Leman’s spirit of sophistication, we created a set of luxury boutique shopping bags. The shopping bag design, with sculpted embossing on high quality finest texture white paper, aims to strongly echo brand concept.
There are embossed metal pins on both sides, used to attach reversed carrier straps. Those sophisticated details bring Leman shopping experience to a different yet subtle level, apart from the ‘high-end’ norm.
To achieve the most comforting feeling to customer’s first hands-on experience, the jewelry box system was produced by a boutique Italian production specializing for jewelry industry.
The unboxing experience was thoughtfully designed: starting from the thick and hard Leman blue paper box outside, which is contrary to the second layer: a soft high-quality velvet jewelry box with shiny nickel tag logo attached on top. Finally, the shiny stunning haute-couture jewelry piece inside.
The promotional experience was also taken into account carefully, due to maintaining customer relationships in this industry is vital.
We have developed a thoughtful environment, from hand-written slogan ribbons for spontaneous gifts, mix & match with a unique shiny metal lock, printed silk scarves inspired from the logo mark, lacquered blue jewelry box to even luxurious umbrella for rainy days.
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