DANH HIEN JEWELERS

Brand identity

Danh Hien Jewelers is company specializes in handmade diamond jewelry, the company started as a family business. Danh hien Jewelers was founded in 1950 by Nguyen Van Hien – today the company consists of two stores and one jewelry workshop with about 120 craftsmen.

They still produce handcrafted jewelry in a traditional way.

Their diamond products are all made under the standard of GIA (Gemological Institute of America).

Award: Silver A'Design Award - Graphics and Visual Communication Design Category
Featured on: Underconsideration, AA13, Losko Magazine, Typeverywhere,

Inspirationhut, Packaging of the world

LOGO CONCEPT

Bratus was tasked to develop a new logo and brand identity to make Danh hien Jewelers stand out and show the aspects of luxury and modernity as well as tradition, the uniqueness, and their attention to detail. We got the main inspiration from the diamond. The image of a diamond is rather popular in jewelry brands. Therefore, the big challenge that we had to face is making an exceptionally creative and unique brand mark. Our direction for approach is the combination of the main letters in the brand name, the top view of the diamond and the Celtic art to make the geometric signature.

We chose serif typeface as it represents the aesthetics and fashion industry. The color palette is selected to show the charm, the femininity. The supplementary colors have been carefully chosen to go harmonious for flexibility usage.

BUSINESS CARD

Double thick paper in black and light pink, printed edges, embossed logos, foil embossing.

STATIONARY

Plain-colored paper, foil embossing, printed edges, handcrafted

KEY VISUAL IDENTITY

We searched for inspiration in the block images of precious stones; such as diamonds, their elegance and the bond of chemical components. The structure can be applied flexible in different angles.

We keep the logo displayed simple with positive space this without conflict with the pattern system. Our publication is made with special printing treatment (handcrafted, printed edges and bronze foil embossing) on plain-colored paper.