BESPOKE LUXURY

TitleBESPOKE LUXURY
ClientH. SENA
Product / ServiceJEWELLERY RETAILER
CategoryA01. Corporate Identity Schemes
EntrantLANDOR ASSOCIATES Singapore, SINGAPORE
Entrant Company LANDOR ASSOCIATES Singapore, SINGAPORE
Advertising Agency LANDOR ASSOCIATES Singapore, SINGAPORE

Brief Explanation

Despite having a flagship store at Paragon Mall on renowned Orchard Road and nearly 100 years of heritage, H Sena wasn’t attracting a younger clientele. The brand and store were becoming tired and irrelevant.

The Brief

Make a heritage brand relevant to a younger target market.

How the final design was conceived

We conducted a brand driver workshop with key stakeholders to fully understand the brand. Leveraging on these insights, we gave the brand a new leash on life through an identity and environment refresh. Staged on a white canvas, the new signature coral color with black accents provides a perfect balance between modernity and heritage. Elegant jewel boxes and gift bags are a showcase and there’s even a signature pattern derived from the identity.

Indication of how successful the outcome was in the market

It was love at first sight for the sales staff when the brand unveiled the new identity and apparel at the launch. Finishing touches are being applied to the store environment with a completion date of Fall 2013.

Credits

Name Company Position
Ridzwan Ismail Landor Associates Designer
Evonne Chung Landor Associates Client Director
Mavis Chin Landor Associates Design Director
Richard Westendorf Landor Associates Executive Creative Director