ZEGL

Represent Chinese leading jewelry brand with dynamic, versatile and attractive visual image.

ZEGL is a leading brand in China's fast fashion jewelry industry. The company desires to establish a youth-friendly, personalized and contemporary brand image by reshaping its visual identity. By analyzing and summarizing the brand attributes, we have extracted the design concept of “points, lines and planes”. In particular, jewelry is composed of points and lines, while the body of the wearer serves as the plane. Through the dressing-up of jewelry items in different forms, that is, the collocation and combination of points, lines and planes, the personal styles are shaped. The design demonstrates the concept of “points, lines and planes" throughout the overall brand image building. The points are represented in the monograph composed of ZG letters for a more diversified brand identity. The lines go with ZEGL, which turns into the visual expression of brand refinement and collocation. The application of points and lines on different planes, that is, the varied collocation and combination of points and lines on the brand’s materials and media, shapes the brand's unique visual style. In terms of visual communication, the design gets rid of the conventionally static brand presence and showcases the brand with a motion style based on the characteristics of online communication, thus to create a dynamic, versatile and attractive visual image for the brand. As for material application, the design focuses on the innovation in such key aspects as simplicity, eco-friendliness and recycling, so as to endow the brand’s fast fashion attribute with more positive and responsible humanistic values. The overall brand building, through the unique creativity of "points, lines and planes" and the dynamic expression of multiple changes, presents for ZEGL a contemporary new brand image featuring youth-friendliness and fascination.

ZEGL is a leading brand in China's fast fashion jewelry industry. The company desires to establish a youth-friendly, personalized and contemporary brand image by reshaping its visual identity.

The visual strategy is to string the brand logo as a piece of gem stone, and it can form together with various shapes and style, just like creating a jewelry.

Design gets rid of the conventionally static brand presence and showcases the brand with a motion style based on the online communication, thus to create a dynamic, versatile and attractive visual image for the brand.

The three-dimensional play of the logo and icons break the usual flat style of the graphic, presenting a more fun and innovative brand image, which provided a unique visual experience for the audience.

The overall brand building, through the unique creativity of "points, lines and planes" and the dynamic expression of multiple changes, presents for ZEGL a contemporary new brand image featuring youth-friendliness and fascination.