Finifer
Finifer sells pearl jewellery to women who could buy from any established house. The brief was to give them a reason to buy here instead.
Industry:
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Challenges
The luxury jewellery market is crowded with heritage brands. Competing by imitating them was not going to work.
The brand wanted to draw on Vietnam's cultural richness without resorting to obvious cultural shorthand, and without looking traditional in a market that buys contemporary.
The identity had to hold across digital marketing, packaging, and the retail environment, which are three very different places for a jewellery brand to appear.
My Approach
Results
