Sogno Jewelry Design 브랜드 아이덴티티 시스템 by Named Co. Creative Agency is a highly esteemed winner of the very prestigious 2023 A' Design Award 동상 in 광고, 마케팅 및 커뮤니케이션 디자인 Competition Category.
동광고· 2023
Sogno Jewelry Design 브랜드 아이덴티티 시스템
Client: Sogno
A' Design Award 동상 Winner in 광고 Category
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The Design
About Sogno Jewelry Design 브랜드 아이덴티티 시스템
소뇨 주얼리 디자인(Sogno Jewelry Design)은 주얼리 브랜드를 위해 개발된 브랜드 아이덴티티 시스템이다. 로고는 식물의 형태에서 착안하여, 세리프 서체에 줄기를 연상시키는 곡선과 잎에서 따온 디테일을 더했다. 무화과나무를 주요 모티프로 사용하였으며, 원은 핵심 요소로서 반지와 두 사람의 인연을 상징한다. 이 아이덴티티는 일러스트레이션, 색상, 사이니지, 쇼핑백, 매장 인테리어, 주문서에 적용되었다. 원형 반지 케이스는 꽃이 피어나듯 열리며, 오십 개의 프로토타입을 제작해 검증하였다.
The Recognition
About the A' Design Award 동상
Sogno Jewelry Design 브랜드 아이덴티티 시스템, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Sogno Jewelry Design 브랜드 아이덴티티 시스템, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Sogno Jewelry Design 브랜드 아이덴티티 시스템, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- This project aimed to create Sogno’s unique visual expression for customers to have a good experience and to evolve into a sustainable and more trusted brand in the long run. Sogno’s ‘circle’ symbolizes a ring, a medium that embodies the special connection between two people(lovers, friends or family). This ‘circle’ signifies the creation and development of relationships and building lasting values that connect to Sogno’s philosophy of the non-retrogressive cycle, the most basic principle of nature.
- Tags
- Jewelry, Brand, Package, Identity, Symbol
- Design Challenge
- For the customers’ memorable experience, Sogno ring case was designed to look like a blossoming flower, also a bearing a fruit that contains new seeds of life. Other than common cubic ring cases, Sogno ring case was shaped as a circle, the key brand design element. To make the uncommon circular shape and blossoming-like opening method feasible, fifty types of prototypes were produced and tested. Through the prototyping test, the case structure had been gradually modified until it met stability.
- Research
- In order to explore unique brand image of Sogno, interviews and surveys had been conducted. Various groups of interviewees were selected; a group of regular customers, a group of new customers, a group of people who prefer other brands. In the end, the fact that people needed not only fine jewelry product but also special ‘experience’ with the product was the indispensable insight. The customers’ journey of experience Sogno was planned considering the positive aspects from interviews & surveys.
- Inspiration
- Inspired by Sogno jewelry famous for their 'natural' textures, the logo design was derived from the shape of plants. The gracefulness of the stem is expressed by the curve of the logo, and the details of the leaves gave character to finish on top of the serif-based typeface. The fig tree has been applied as a main design motif for metaphor of 'trustful', our brand essence, considering the fact that it has long been regarded to symbolize wisdom and is a plant signifying trust based on prosperity and peace.
- Project Duration
- The project started in October 2020 in Seoul, and finished in March 2021.
- Operation Flow
- The brand identity was intended to flow throughout whole customers’ brand experience – the logo, illustration motifs, colors, signage, ring case, shopping bag, boutique shop interior and even product order sheet. The way to fold a piece of order sheet in the envelope is also designed as one of brand experience. The interior design applied Sogno’s natural concept preserving raw materials as they were. The space was filled with the actual fig trees so that customers could feel and smell the trees.
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