Bratus Agency's Innovative Approach to Jewelry Branding

Traditional Handcraft Meets Modern Design in Danh Hien Jewelers' New Identity

The inspiration for the design came from the structure and image of precious stones, particularly diamonds, and the bond of chemical components. The aim was to create a pattern structure that could be flexibly applied from different angles. The project started with a strong sense of handcraft, elegance, and fineness, which guided Bratus Agency in their design vision, material choice, and production.

Danh Hien Jewelers, a family business, prides itself on its handcrafted jewelry made in the traditional way. All their diamond products are made under the standard of GIA. The new identity reflects this tradition and quality, while also showcasing the aspects of luxury and modernity. The new logo and brand identity stand out for their uniqueness and attention to detail.

The design process involved mood boarding, sketching, and digital design using Adobe Illustrator and Photoshop. The final publications were made with special handcrafted printing techniques, such as edge printing and bronze foil embossing on plain-colored paper materials. The identity set includes name cards, letterheads, envelopes, guarantee papers, and marketing collaterals, all handmade.

The design direction was a combination of the main letters in the brand name, the top view image of a diamond, and Celtic art to create a geometric signature. A serif typeface was chosen for its representation of aesthetics and the fashion industry. The color palette was carefully selected to convey charm and femininity, with supplementary colors chosen for their harmonious flexibility.

The project, which started in October 2014 and ended in January 2015, faced the challenge of creating a unique and creative brand mark, given the popularity of diamond imagery in jewelry brands. However, Bratus Agency successfully overcame this challenge, resulting in a new identity for Danh Hien Jewelers that is both traditional and modern, luxurious and unique.

The new identity has been in use since the beginning of 2015, marking a new chapter for Danh Hien Jewelers. The design's success is a testament to Bratus Agency's innovative approach to branding, blending tradition with modernity, and handcraft with technology. The project's Silver A' Design Award in 2017 further underscores its excellence and innovation.