Leman Jewelry Branding and Packaging by M — N Associates

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DESIGN DETAILS
DESIGN NAME:
Leman Jewelry

PRIMARY FUNCTION:
Branding and Packaging

INSPIRATION:
Starting with the most fundamental ring setting shape, the shape which holds the diamonds and glorifies its beauty, the cross setting. We called it the Leman Star, as the sparkle indicates that jewelry brand symbolism, Leman Star is also seen in the center of the letter E in the logotype. Around the Star, there are various types of diamond shapes crafted one by one asymmetrically. The logo grid system based on the inner grid of the round diamond cut, the most common diamond shape.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
When it comes to jewelry industry, Vietnam has been known for a reputation of gold craftsmanship, trading and ignoring retail experience. However, Leman Jewelry stands out as an independent haute couture design brand, which specializes in diamonds. For years, they have been not just shaping up diamond the trading market in Vietnam, but also unlocking a completely new behavior to high-class society by their unique and sophisticated diamond jewelry and trading rarest gemstones.

OPERATION / FLOW / INTERACTION:
Leman Jewelry first came to us with a requirement of packaging system developing and outstretching a better luxurious, unique & personal system. However, what the brand needs is a total refreshment, in order to meet up its high-standard brand spirit, including reconstructing branding system and solving packaging issue. Resulting a hit to jewelry market, level up Leman Jewelry to be the case study for new wave of business improvement, meeting international professionalism in retail experience. It makes customers more satisfied and expand their market wider locally and internationally.

PROJECT DURATION AND LOCATION:
Started April 2018 and officially launched 01 June 2019 in Saigon, Vietnam

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
Sculpted embossing special blue foil for logo, shiny metal pin to attach reversed shopping carrier straps. Italian made box packaging, silver hot stamping on texture blue paper. Nickel tag logo on premium velvet jewelry box with changeable inserts could be used for rings, earrings and necklace. Italian made plastic diamond security case with high-quality plastic box. High-quality ribbon with embossed hand writing slogan. Metal shiny lock for gifting. Lacquered deep blue box for jewelry collectors, handmade in Vietnam. Silk printed scarves inspired from logo mark.

SPECIFICATIONS / TECHNICAL PROPERTIES:
8cm x 8cm x 10cm, 11cm x 11cm x 10cm, 21.9cm x 5.4cm x 5cm, 22cm x 28cm x 10cm.

TAGS:
leman jewelry, jewerly, visual identity, branding, blue, vietnam, saigon, diamond, gold, ho chi minh city

RESEARCH ABSTRACT:
The whole creative process is a deep investigation and researching about all aspects of jewelry and gemstone market, internationally and locally. On personal touch, in order to input brand characters and signify Leman among others, the logo crafting process was a complete reflection of Leman design process for every custom creation. The logo was a Leman collection of all diamonds have been working on so far. Beside sophisticated logo mark, all other brand materials are designed based on minimalism to maintain sustainability for the brand as well as create an environment for their creation to shine.

CHALLENGE:
The most challenging part was production, passing Vietnam import law and quality control, especially most of production was taking part outbound. The production was taking care very carefully to achieve what never happened before in Vietnam. For example, diamond security seal card for investment is one of the first branded one in Vietnam, high-quality like well-know GIA card, where others are still using heat pressed PP cover.

ADDED DATE:
2019-07-24 16:47:18

TEAM MEMBERS (4) :
Creative Director: Duy — N, Project Manager: M — Lan, Producer : Quan Nguyen and Assistant : Anh Nguyen & Ngan Huynh

IMAGE CREDITS:
Photographer : Monkey Minh
Photography Assistant : Quyen Phan
Videography : Lam Huynh

PATENTS/COPYRIGHTS:
Copyrights belong to M — N Associates, 2019.

Visit the following page to learn more: http://tiny.cc/lemanbranding
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Leman Jewelry Vietnam

PROFILE:
Jewelry designer Ngoc Doan was born into a family with over 40 years of experience in jewelry craftsmanship. Graduated with a Degree in Applied Jewelry Arts from The Gemological Institute of America and spent 5 years working in US as a gemologist before returning Vietnam and found Leman Jewelry. For years, the brand becomes one of the most prestigious jewelry house in Vietnam for trading rarest gemstones, diamonds and haute couture design for high class society.

NOMINATION DETAILS

Leman Jewelry Branding and Packaging by M — N Associates is a Nominee in Graphics and Visual Communication Design Category.

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AWARD DETAILS

Leman Jewelry Branding and Packaging by M — N Associates is Winner in Graphics and Visual Communication Design Category, 2019 - 2020.



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