When it comes to jewelry industry, Vietnam has been known for a reputation of gold craftsmanship, trading and ignoring retail experience. However, Leman Jewelry stands out as an independent haute couture design brand, which specializes in diamonds.
Leman are leading in rare gemstone curation in the Vietnam market and trading for the very high-end society, so that’s why we are working our best to accomplish high-quality production, including working abroad with an Italian production house on a brand new packaging system and the high-security international standard diamond seal for investment: the first one in the Vietnam market.
M — N Associates’ approach to the concept was a completely new visual system that can expose the luxurious, exquisite yet sophisticated and minimal feeling for the brand. At the core of the new identity is the new logo: a star consisting of different types of jewelry shapes, centered around the “Leman Star” as presented step by step in the brand concept video. The Leman Star is also used in the custom wordmark.
All content typography uses the clean and condensed Interstateand headline with Canela. Promotional experience was also taken into account carefully, due to maintaining customer relationships in this industry is vital. We have developed a thoughtful environment, from Emily In White (flowing, personal and artistic) as hand-written slogan ribbons for spontaneous gifts, mix & match with a unique shiny metal lock, printed silk scarves inspired from the logo mark and lacquered blue jewelry boxes, to even a luxurious umbrella for rainy days.