Branding & VI
The value of diamond lies in far beyond itself, but more importantly, as in women's catchword-"feel". Targeting at middle class, the overall image we built for this mainland jewelry company was based on an incredible tale of treasure hunting in Goldkonda where the Star of Africa was found. Meanwhile, with western cultural element's penetration, we promoted the customers' sense of superiority as middle class. Although a successful brand needs time to be built and consolidated, such new brand as Gemania, with our catalyst, jumped into market within the shortest time and had received great popularity.