Derrick Lin


Creative Agency: Bratus
Creative Director / Designer: Jimmi Tuan
Senior Designer : Larus Canus
Account Manager : Geny Nguyen
Photography: Eric Huynh
Client: Danh Hien Jewelers
Location : Ho Chi Minh / VietNam
Project Type: Produced, Commercial Work

Danh Hien Jewelers is company specializes in handmade diamond jewelry, working as a family tradition. Already founded in 1950 by Nguyen Van Hien – today the company consists of two stores and one jewelry workshop with about 120 craftsmen. They still produce handcrafted jewelry in a traditional way.

Their diamond products are all made under the standard of GIA (Gemological Institute of America).

Logotype, Visual Identity, Packaging
Bratus was tasked to develop a new logo and brand identity to stand out and show the aspects of luxury and modernity as well as tradition, the uniqueness, and their attention to each detail.

We take the main inspiration from the diamond. The image of a diamond is rather popular in jewelry brands. Therefore, the big challenge that we have to face is making an exceptionally creative and unique brand mark.

Our direction for approach is the combination of the main letters in the brand name, the top view image of the diamond, the Celtic art to make the geometric signature.

We chose serif typeface as it represented for aesthetics and fashion industry.

The color palette is selected to show the charm, the femininity.

The supplementary colors have been carefully chose to go harmonious for flexibility usage.

In visual identity we exploit the inspiration from the structure and the block image of precious stones, diamond, the bond of chemical components under the guarantee of tidiness and elegance. The pattern structure may be flexibly applied in different angles.

In the application system stationary, packaging, we keep the logo displayed simply with positive space without conflict with the pattern system. Our publication are made with special printing treatment (handcraft, edge printing and bronze foil embossing) on plain-colored paper materials.