Sogno Jewelry Design Tshebetso ya Mantlha: Sistimi ya Boitsebiso ba Setshwao by Named Co. Creative Agency

Sogno Jewelry Design Tshebetso ya Mantlha: Sistimi ya Boitsebiso ba Setshwao by Named Co. Creative Agency is a highly esteemed winner of the very prestigious 2023 Moputso oa Boronse oa A' Design Award in Moralo wa Papatso, Kgwebo le Puisano Competition Category.

BoronsePapatso· 2023

Sogno Jewelry Design Tshebetso ya Mantlha: Sistimi ya Boitsebiso ba Setshwao

by Named Co. Creative Agency

Client: Sogno

Moputso oa Boronse oa A' Design Award Winner in Papatso Category

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Colors

The Design

About Sogno Jewelry Design Tshebetso ya Mantlha: Sistimi ya Boitsebiso ba Setshwao

Mongolo wa Buka: Sogno Jewelry Design ke sistimi ya boitsebiso ba setshwao e entsweng bakeng sa setshwao sa mabenkele a diperekisi. Lets'oao le tswa sebopehong sa dimela, ka mokgwa o kgopo o hopotsang kutu ya semela le dintlha tse tsoang maqabeng tse kentsweng mofuteng wa mongolo wa serif. Sefate sa feiga se sebediswa e le sesupo se seholo. Selikalikwe ke ntlha ya bohlokwa, e emelang lesale le kamano lipakeng tsa batho ba babedi. Boitsebiso bona bo sebediswa ditshwantshong, mebaleng, matshwaong, mekotleng ya mabenkele, ka hare ho lebenkele le difomong tsa diodara. Kase e sebopehileng selikalikwe ya lesale e a bulehela jwaloka palesa e ntseng e thunya, mme diprototaepe tse mashome a mahlano di ile tsa lekwa.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Sogno Jewelry Design Tshebetso ya Mantlha: Sistimi ya Boitsebiso ba Setshwao ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Sogno Jewelry Design Tshebetso ya Mantlha: Sistimi ya Boitsebiso ba Setshwao e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Sogno Jewelry Design Tshebetso ya Mantlha: Sistimi ya Boitsebiso ba Setshwao e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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