Bronze Advertising · 2023
Sogno Jewelry Design Brand Identity System
- Bronze A' Design Award 2023 in Advertising
- CLIENT: Sogno
- Estimated Number of Design Views: 31,119
- Verification code 5D0D39AD73 · Verify this award
Colors
About Sogno Jewelry Design Brand Identity System
Sogno Jewelry Design is a brand identity system created for a jewelry brand. The logo is derived from plant shapes, with a curve that recalls a stem and details taken from leaves added to a serif typeface. The fig tree is used as the main motif. A circle is the key element and refers to a ring and to the connection between two people. The identity is applied to illustrations, colors, signage, shopping bags, the shop interior and order sheets. The circular ring case opens like a blossoming flower, and fifty prototypes were tested.
About the Bronze A' Design Award
Sogno Jewelry Design Brand Identity System is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Sogno Jewelry Design Brand Identity System is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Sogno Jewelry Design Brand Identity System splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.
Press Kit
- Unique Properties
- This project aimed to create Sogno’s unique visual expression for customers to have a good experience and to evolve into a sustainable and more trusted brand in the long run. Sogno’s ‘circle’ symbolizes a ring, a medium that embodies the special connection between two people(lovers, friends or family). This ‘circle’ signifies the creation and development of relationships and building lasting values that connect to Sogno’s philosophy of the non-retrogressive cycle, the most basic principle of nature.
- Tags
- Jewelry, Brand, Package, Identity, Symbol
- Design Challenge
- For the customers’ memorable experience, Sogno ring case was designed to look like a blossoming flower, also a bearing a fruit that contains new seeds of life. Other than common cubic ring cases, Sogno ring case was shaped as a circle, the key brand design element. To make the uncommon circular shape and blossoming-like opening method feasible, fifty types of prototypes were produced and tested. Through the prototyping test, the case structure had been gradually modified until it met stability.
- Research
- In order to explore unique brand image of Sogno, interviews and surveys had been conducted. Various groups of interviewees were selected; a group of regular customers, a group of new customers, a group of people who prefer other brands. In the end, the fact that people needed not only fine jewelry product but also special ‘experience’ with the product was the indispensable insight. The customers’ journey of experience Sogno was planned considering the positive aspects from interviews & surveys.
- Inspiration
- Inspired by Sogno jewelry famous for their 'natural' textures, the logo design was derived from the shape of plants. The gracefulness of the stem is expressed by the curve of the logo, and the details of the leaves gave character to finish on top of the serif-based typeface. The fig tree has been applied as a main design motif for metaphor of 'trustful', our brand essence, considering the fact that it has long been regarded to symbolize wisdom and is a plant signifying trust based on prosperity and peace.
- Project Duration
- The project started in October 2020 in Seoul, and finished in March 2021.
- Operation Flow
- The brand identity was intended to flow throughout whole customers’ brand experience – the logo, illustration motifs, colors, signage, ring case, shopping bag, boutique shop interior and even product order sheet. The way to fold a piece of order sheet in the envelope is also designed as one of brand experience. The interior design applied Sogno’s natural concept preserving raw materials as they were. The space was filled with the actual fig trees so that customers could feel and smell the trees.
