Sogno Jewelry Design Система фирменного стиля by Named Co. Creative Agency

Sogno Jewelry Design Система фирменного стиля by Named Co. Creative Agency is a highly esteemed winner of the very prestigious 2023 Бронзовая премия A' Design Award in Дизайн рекламы, маркетинга и коммуникаций Competition Category.

БронзоваяРеклама· 2023

Sogno Jewelry Design Система фирменного стиля

by Named Co. Creative Agency

Client: Sogno

Бронзовая премия A' Design Award Winner in Реклама Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Sogno Jewelry Design Система фирменного стиля

Sogno Jewelry Design — это система фирменного стиля, разработанная для ювелирного бренда. Логотип создан на основе растительных форм: изгиб напоминает стебель, а к шрифту с засечками добавлены детали, заимствованные у листьев. Главным мотивом выступает фиговое дерево. Ключевым элементом является круг, отсылающий к кольцу и к связи между двумя людьми. Фирменный стиль применён в иллюстрациях, цветовой палитре, навигационных элементах, фирменных пакетах, интерьере магазина и бланках заказа. Круглый футляр для кольца раскрывается подобно распускающемуся цветку; в процессе работы было испытано пятьдесят прототипов.

The Recognition

About the Бронзовая премия A' Design Award

Sogno Jewelry Design Система фирменного стиля — лауреат Бронзовой премии A' Design Award, весьма престижного признания, присуждаемого выдающимся проектам, отличающимся творческим подходом, изобретательностью и сообразительностью. Обладатели Бронзовой премии — это в полной мере искусные и поразительно творческие произведения, свидетельствующие об огромном опыте, воображении и находчивости их авторов. Ожидается, что Sogno Jewelry Design Система фирменного стиля станет высокоценимым, вызывающим восхищение и дорогим сердцу объектом, заметно профессиональным и инновационным. Этот проект, получивший Бронзовую премию A' Design Award, воплощает лучшие практики в искусстве, науке, дизайне и технологиях и превосходен вниманием к деталям. Sogno Jewelry Design Система фирменного стиля прекрасно удовлетворяет потребности, затрагивает желания, очаровывает чувства и пробуждает любопытство.

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.

Read the Press Release