M — N Associates – Leman Jewelry Vietnam

LEMAN JEWELRY—Among jewelry industry going mass just by selling gold in Vietnam, Leman Jewelry stands out as an independent haute couture design brand specializing on diamonds. For years, they are not just shaping up diamond trading market in Vietnam, but also unlocking a complete new behavior of high-class society for owning their unique diamond jewelry designs. Due to various type of orders and requirements, whether it is a refreshing design from owned collected diamonds or a new unique design to comprehend a rare diamond, Leman’s creation is sophisticated, diversified and exquisite.MissionThey first came to us with a requirement for developing packaging system to a better system; luxury, personal and unique. However, we soon defined it needs a brand refreshment to meet up its high standard brand spirit, reconstruct branding system and also solve packaging issue.ConceptOur approach was a complete new visual system to expose the luxury, exquisite yet sophisticated and minimal feeling for the brand. Adapting that core values, the logo mark was design from the center with the most basic ring setting shape to hold a diamond as the main symbol, the cross setting. We called it the Leman Star, as the sparkle symbol to indicate this is a jewelry brand and will also be put in the center of letter E in logotype. Around the Leman Star was crafted one-by-one asymmetrical with various type of diamond shapes according to what Leman has been selling or designing uniquely for every customers. The logo grid system is designed based on inner look of a round diamond cut. Therefore, the whole structural designed system is a complete reflection from their process and products itself.