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.