Leman Jewelry Branding En Ferpakking by M — N Associates

Leman Jewelry Branding En Ferpakking by M — N Associates is a highly esteemed winner of the very prestigious 2020 A' Design Award yn Sulver in Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp Competition Category.

SulverGrafysk· 2020

Leman Jewelry Branding En Ferpakking

by M — N Associates

Client: Leman Jewelry Vietnam

A' Design Award yn Sulver Winner in Grafysk Category

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Verified Award Winner

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Colors

The Design

About Leman Jewelry Branding En Ferpakking

Byldzjende oplossing foar nije identiteit fan Leman Jewelry wie in folslein nij systeem om it lúkse, prachtige, noch sûchere en minimale gefoel te eksposearjen. It nije logo ynspireare troch Leman-wurkproses, har tsjinst foar haute couture-ûntwerp, troch it meitsjen fan alle diamantfoarmen om in stjer-symboal of sparklesymboal, it meitsjen fan in sofistike symboal en ek wjerspegelje fan it skitterende effekt fan diamant. Nei oanlieding waarden alle kollaterale materialen produsearre mei details fan hege kwaliteit om luxe te markearjen en te ferrykjen fan alle nije fisuele eleminten fan it merk.

The Recognition

About the A' Design Award yn Sulver

Leman Jewelry Branding En Ferpakking is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Leman Jewelry Branding En Ferpakking wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Leman Jewelry Branding En Ferpakking is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

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