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2021.06
DAVIDECHOI
다비데초이
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CLIENT
(주)다비데초이
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INDUSTRY
Beauty ,
Retail -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Packaging -
COPYRIGHT ⓒ 2022 YNL DESIGN. ALL RIGHTS RESERVED.
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THE CLIENT
클라이언트
Davide Choi is a fine jewelry brand that captures the craftspersonship of a jewelry expert and iconic design. Designer Gyeong-mi Choi, who worked as a designer in Italy, launched the brand in Korea in 2012 by the name that suites her androgynous jewelry design. Davide Choi, an Italian-based brand, currently opened a luxury boutique at the Hyundai Department Store at the Trade Center, showcasing a variety of jewelry and diamond wedding rings.
Davide Choi는 주얼리 전문가의 정인 정신과 아이코닉한 디자인을 담은 파인 주얼리 브랜드입니다. 이태리 출신 디자이너로 활동한 최경미 디자이너는 중성적인 주얼리 디자인과도 어울리는 네이밍으로 2012년 국내에 브랜드 론칭을 하였습니다. 이탈리아 기반의 브랜드인 Davide Choi는 현재는 현대백화점 무역센터점에 럭셔리 부띠크가 입점되어 있으며 다양한 주얼리와 다이아몬드 웨딩 링을 만나볼 수 있습니다.
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THE OBJECTIVE
목적
The project's goal was to deliver a consistent gifting experience at various customer touchpoints by building an identity as a fine jewelry brand that is more flexible than the existing target group and can encompass a variety of age groups as a visual identity system. Davide Choi commissioned a ring gift set design that could capture the hearts of women of all ages, from existing customers to the MZ generation, with diamond wedding rings and couple rings. We intended to develop a special gifting experience through the distinct value of Davide Choi to break away from existing notions such as lack of brand color or moderate image.
프로젝트의 목표는 기존의 타켓층보다 더 유연하고 다양한 연령층을 아우를 수 있는 파인 주얼리 브랜드로서의 정체성을 비주얼 아이덴티티 시스템으로 구축하여 다양한 고객 접점에서 일관된 기프팅 경험을 전달하는 것이었습니다. Davide Choi는 다이아몬드 웨딩링과 커플링을 앞세워 기존의 고객은 물론 MZ 세대까지 다양한 연령층의 여성의 마음을 사로잡을 수 반지 선물 세트 디자인을 의뢰했습니다. 기존의 결여된 브랜드 컬러나 무난한 이미지를 탈피하기 위해 Davide Choi의 차별화된 가치를 통한 특별한 기프팅 경험을 개발하고자 했습니다.
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THE SOLUTION
해결방안
YNL Design was in charge of Davide Choi's design development strategy, printing supervision, and management for the jewelry package. We visualized strength and delicacy by reinterpreting the diamond, the strongest gem stone, and the peony, which is Davide Choi's signature flower and means 'shy' in flower language. We established a delicate visual system by developing the D symbol and graphic motif representing diamond and peony. We used the existing sophisticated and modern black and the pastel pink resembling the lovely peony blossom to express robust beauty. Davide Choi's brand identity and gifting package will provide customers with a premium, special gifting experience.
YNL디자인은 Davide choi의 주얼리 패키지 디자인 개발 전략부터 인쇄 감리와 매니지먼트까지 도맡아 작업을 진행하였습니다. 진귀한 스톤 중에서도 가장 강도가 높은 다이아몬드와 ‘수줍음’이란 뜻을 가진 Davide Choi의 시그니처 플라워인 작약을 재해석하여 강인함과 섬세함을 시각화하였습니다. 다이아몬드와 작약을 나타내는 D 심볼과 그래픽 모티브를 개발하여 섬세한 비주얼 체계를 구축하였으며 기존의 세련되면서도 모던한 느낌의 블랙과 사랑스러운 작약 꽃을 닮은 파스텔 핑크를 사용하여 강인한 아름다움을 표현하였습니다. Davide Choi의 브랜드 아이덴티티와 기프팅 패키지 개발로 고객분들에게 프리미엄하고 특별한 gifting 경험을 선사합니다.
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