Sogno Jewelry Design 品牌识别系统 by Named Co. Creative Agency is a highly esteemed winner of the very prestigious 2023 A' Design Award 铜奖 in 广告、营销与传播设计 Competition Category.
铜广告· 2023
Sogno Jewelry Design 品牌识别系统
Client: Sogno
A' Design Award 铜奖 Winner in 广告 Category
Verified Award Winner
Verify Award Status for #151075The Design
About Sogno Jewelry Design 品牌识别系统
Sogno Jewelry Design 是为一家珠宝品牌打造的品牌识别系统。标志形态取自植物,以一道令人联想到枝茎的曲线,并将叶片的细节融入衬线字体之中。无花果树被用作主要图案母题。圆形是核心元素,既指向戒指,也象征两人之间的联结。该识别系统被应用于插画、色彩、标识导视、购物袋、店铺室内空间以及订单表单等各个层面。圆形戒指盒如花朵绽放般开启,为此共制作并测试了五十个原型。
The Recognition
About the A' Design Award 铜奖
Sogno Jewelry Design 品牌识别系统是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Sogno Jewelry Design 品牌识别系统将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Sogno Jewelry Design 品牌识别系统出色地满足需求，触动渴望，迷住情感，并吸引好奇心。
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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