Leman Jewelry: A New Wave in Luxury Branding

Revolutionizing the Jewelry Market with Innovative Design and Packaging

The inspiration behind Leman Jewelry's new identity lies in the fundamental ring setting shape, the cross setting, which holds and glorifies the beauty of diamonds. This shape, dubbed the Leman Star, is also seen in the center of the letter E in the logotype. The logo grid system is based on the inner grid of the round diamond cut, the most common diamond shape. The logo is surrounded by various types of diamond shapes, crafted one by one asymmetrically.

What sets Leman Jewelry apart in the Vietnamese jewelry industry, known for its gold craftsmanship and trading, is its specialization in diamonds. The brand has been shaping the diamond trading market in Vietnam and unlocking a new behavior in high-class society with their unique and sophisticated diamond jewelry and trading of rarest gemstones.

The realization of this design involved sculpted embossing special blue foil for the logo, shiny metal pin to attach reversed shopping carrier straps, and Italian made box packaging. The premium velvet jewelry box with changeable inserts could be used for rings, earrings, and necklaces. Other elements include a high-quality ribbon with an embossed hand-writing slogan, metal shiny lock for gifting, and lacquered deep blue box for jewelry collectors.

The design process was a deep investigation and research about all aspects of the jewelry and gemstone market, both internationally and locally. The logo crafting process was a complete reflection of Leman's design process for every custom creation. The logo was a Leman collection of all diamonds they have been working on so far. All other brand materials are designed based on minimalism to maintain sustainability for the brand and create an environment for their creations to shine.

One of the most challenging parts of the project was production, passing Vietnam's import law and quality control, especially as most of the production was taking place outbound. The production was taken care of very carefully to achieve what never happened before in Vietnam. For example, the diamond security seal card for investment is one of the first branded ones in Vietnam, high-quality like well-known GIA card, where others are still using heat pressed PP cover.

This Design was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2020. The award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.