Visual solution to Leman Jewelry's new identity was a complete new system to expose the luxury, exquisite yet sophisticated and minimal feeling. The new logo inspired by Leman's working process, their haute couture design service, by crafting all diamond shapes surrounding a star-symbol or sparkle symbol, creating a sophisticated symbol and also echoing the shining effect of diamond. Following up, all collateral materials were produced with high quality details to highlight and enrich luxuriousness of all new brand visual elements.

M — N Associates is an award-winning branding & creative design studio, started with M — Lan and Duy — N. We help creating meaningful solution & designing cool brands with powerful messages. We approach creativity differently. We believe that great designs are not only creating sustainable system but also maintaining intelligent strategy. Our works embrace a diverse range of creative solutions across brand and graphic system, products and packaging, websites and digital experiences, architecture and interior direction.

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.