Sogno Jewelry Design Nidaamka Aqoonsiga Sumadda by Named Co. Creative Agency is a highly esteemed winner of the very prestigious 2023 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Xayeysiinta, Suuq-geynta iyo Isgaarsiinta Competition Category.
NaxaasXayeysiin· 2023
Sogno Jewelry Design Nidaamka Aqoonsiga Sumadda
Client: Sogno
Abaalmarinta Naxaasta ah ee A' Design Award Winner in Xayeysiin Category
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The Design
About Sogno Jewelry Design Nidaamka Aqoonsiga Sumadda
Sogno Jewelry Design waa nidaamka aqoonsiga sumadda oo loo sameeyay sumad dahab iyo dahab-shaqeyn. Sumadda (logo-ga) waxaa laga soo qaatay qaabab dhir, oo leh qallooc xasuusiya jirridda geedka, iyo faahfaahin laga soo qaatay caleemaha oo lagu daray far-qoraal serif ah. Geedka berde (fig tree) waxaa loo isticmaalay astaanta ugu weyn. Goobabka (circle) waa qeybta muhiimka ah, taasoo tilmaamaysa faraati (ring) iyo xiriirka ka dhexeeya laba qof. Aqoonsigan waxaa lagu dabaqay sawirro, midabyo, calaamado, boorsooyinka iibka, qaabka gudaha dukaanka, iyo waraaqaha dalabka. Xirmada faraatiga wareegga ah waxay u furantaa sida ubax fuley ah, waxaana la tijaabiyay konton (50) tusaale hore (prototype).
The Recognition
About the Abaalmarinta Naxaasta ah ee A' Design Award
Sogno Jewelry Design Nidaamka Aqoonsiga Sumadda waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Sogno Jewelry Design Nidaamka Aqoonsiga Sumadda waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Sogno Jewelry Design Nidaamka Aqoonsiga Sumadda si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.
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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