Background

Leman Jewelry first came to us with a requirement of packaging system developing and outstretching a better luxurious, unique & personal system with small budget. However, soon we proposed what the brand needs is a total refreshment, in order to meet up its high-standard brand spirit, including reconstructing branding system including visual identity, website, digital imagery, advertising direction and redesign packaging system to be matched with their high jewelry pricing.

Describe the creative idea (40% of vote)

The whole creative process is a deep investigation and researching about all aspects of jewelry and gemstone market, internationally and locally. On personal touch, in order to input brand characters and signify Leman among others, the logo crafting process was a complete reflection of Leman design process for every custom creation. The logo was a Leman collection of all diamonds have been working on so far. Beside sophisticated logo mark, all other brand materials are designed based on minimalism to maintain sustainability for the brand as well as create an environment for their creation to shine.

Describe the execution (40% of vote)

Overhauling the complete system with careful consideration, stationery and packaging system from office applications to jewelry workshop tools are also designed to express the subtle yet luxurious message of Leman. One of the first diamond security cases has been introduced to investment market. The card is designed and crafted carefully with the quality as high and secured as GIA’s card. The front is covered with a pattern using patterned hand-written font overlaying Leman blue cover. On the back, there is Leman invisible inked pattern, which can only be visible when highlighted under UV light. 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 design.

List the results (20% of vote)

Resulting a hit to local jewelry market, level up Leman Jewelry to be the case study for new wave of high-end retail business improvement, meeting international professionalism in retail experience, increasing sales 300% and customer satisfaction up to 98% as well as collaboration opportunities across different industry like beauty, wedding and fashion up to 20 new businesses. It is a great preparation for expanding their market wider locally and internationally.