DIGNITY DIAMOND
DIGNITY D. (DD) is a specialized store in Japan that offers a wide range of diamond engagement rings and wedding bands. With a carefully curated selection of 20 brands from Japan, DD provides over 500 unique designs in Hong Kong, catering to individuals seeking the perfect symbol of love. All products at DIGNITY D. originate from Japan, renowned for its exceptional ring craftsmanship, and are supported by comprehensive after-sales service from the original Japanese manufacturers.
In an effort to elevate its brand image to a more upscale jewelry brand and to enhance its fashion-forward presence in the market, DD has enlisted the services of DIP MAD to overhaul its visual identity.
BRAND IDENTITY
PACKAGING
ART DIRECTION
PACKAGING
ART DIRECTION
Strategy: Drawing inspiration from the brand's new identity as a high-end and fashionable label, the logo incorporates a double-shaped "D" motif, symbolizing two rings and the act of adorning them as accessories. The sharp corners of the "D" shapes are reminiscent of the edges of stones, adding a touch of sophistication. The logotype is paired with Big Caslon font to convey high contrast and intricate detailing.
The primary color palette consists of Rich Green and Grullo. Rich Green represents stability, endurance, growth, and renewal, while Grullo, with its soft pink and rose hues, exudes timelessness and elegance. The subtle blue undertone adds depth and tranquility, symbolizing affection and love, which aligns with the characteristics of engagement rings.
For stationery, a gradient green printing technique is employed to create a subtle lighting effect, enhancing the sophistication of the brand. Textured paper further elevates the aesthetic, resulting in a more refined brand appearance.
