Leman Jewelry La Marque Et L'emballage by M — N Associates

Leman Jewelry La Marque Et L'emballage by M — N Associates is a highly esteemed winner of the very prestigious 2020 A' Design Award d'Argent in Design Graphique Competition Category.

ArgentGraphisme· 2020

Leman Jewelry La Marque Et L'emballage

by M — N Associates

Client: Leman Jewelry Vietnam

A' Design Award d'Argent Winner in Graphisme Category

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Colors

The Design

About Leman Jewelry La Marque Et L'emballage

La solution visuelle de la nouvelle identité de Leman Jewelry était un nouveau système complet pour exposer le luxe, le sentiment exquis mais sophistiqué et minimal. Le nouveau logo inspiré du processus de travail de Leman, leur service de conception haute couture, en fabriquant toutes les formes de diamant entourant un symbole d'étoile ou un symbole d'étincelle, créant un symbole sophistiqué et faisant écho à l'effet brillant du diamant. Ensuite, tous les matériaux collatéraux ont été produits avec des détails de haute qualité pour mettre en valeur et enrichir le luxe de tous les nouveaux éléments visuels de la marque.

The Recognition

About the A' Design Award d'Argent

Leman Jewelry La Marque Et L'emballage est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Leman Jewelry La Marque Et L'emballage est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Leman Jewelry La Marque Et L'emballage est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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 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 and sophisticated diamond jewelry and trading rarest gemstones.
Dimensions & Packaging: 8cm x 8cm x 10cm, 11cm x 11cm x 10cm, 21.9cm x 5.4cm x 5cm, 22cm x 28cm x 10cm.
Tags: leman jewelry, jewerly, visual identity, branding, blue, vietnam, saigon, diamond, gold, ho chi minh city
Production Technology: Sculpted embossing special blue foil for logo, shiny metal pin to attach reversed shopping carrier straps. Italian made box packaging, silver hot stamping on texture blue paper. Nickel tag logo on premium velvet jewelry box with changeable inserts could be used for rings, earrings and necklace. Italian made plastic diamond security case with high-quality plastic box. High-quality ribbon with embossed hand writing slogan. Metal shiny lock for gifting. Lacquered deep blue box for jewelry collectors, handmade in Vietnam. Silk printed scarves inspired from logo mark.
Design Challenge: The most challenging part was production, passing Vietnam import law and quality control, especially most of production was taking part outbound. The production was taking care very carefully to achieve what never happened before in Vietnam. For example, diamond security seal card for investment is one of the first branded one in Vietnam, high-quality like well-know GIA card, where others are still using heat pressed PP cover.
Research: 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.
Inspiration: Starting with the most fundamental ring setting shape, the shape which holds the diamonds and glorifies its beauty, the cross setting. We called it the Leman Star, as the sparkle indicates that jewelry brand symbolism, Leman Star is also seen in the center of the letter E in the logotype. Around the Star, there are various types of diamond shapes crafted one by one asymmetrically. The logo grid system based on the inner grid of the round diamond cut, the most common diamond shape.
Project Duration: Started April 2018 and officially launched 01 June 2019 in Saigon, Vietnam
Operation Flow: Leman Jewelry first came to us with a requirement of packaging system developing and outstretching a better luxurious, unique & personal system. However, what the brand needs is a total refreshment, in order to meet up its high-standard brand spirit, including reconstructing branding system and solving packaging issue. Resulting a hit to jewelry market, level up Leman Jewelry to be the case study for new wave of business improvement, meeting international professionalism in retail experience. It makes customers more satisfied and expand their market wider locally and internationally.
Patents: Copyrights belong to M — N Associates, 2019.
Team Members: Creative Director: Duy — N
Project Manager: M — Lan
Producer : Quan Nguyen
Assistant : Anh Nguyen & Ngan Huynh
Image Credits: Photographer : Monkey Minh
Photography Assistant : Quyen Phan
Videography : Lam Huynh