PROJECT INFORMATION
Only the best are selected and made into unique one-of-a-kind pieces
BRAND CONCEPT
Established in 1885, Wai Kee Jewellers is one of Hong Kong’s oldest jewellers, with generations of expertise in creating exquisite jewellery and fine sterling silver pieces. Through in-depth communication with the brand’s steward, we learned that cultured pearls are one of Wai Kee’s signature specialties. The brand adheres to a core principle: only the finest materials are selected to create unique, extraordinary works of art.
- Brand Goal: Fuse exquisite craftsmanship with the natural beauty of gemstones, forging an elegant connection between rare treasures and discerning clients
- Brand Mission: Collaborate with customers to create admired, classic jewellery pieces
- Brand Personality: Noble / Elegant / Exquisite
Isolate Distractions, Guide Dialogue
Jewellery is a vessel that holds enduring stories; space is also a vessel that bears and guides the unfolding of these stories.
We aimed to create a dialogue between stories and space, and help the brand capture the essence of its stories through human-centric design.
Throughout the process, our focus was on uncovering the stories behind this century-old jewellery brand, and exploring how it has evolved and refined itself into the classic it is today.
Forging a Timeless Aesthetic of Purity and Classicism
Jewellery evokes a sense of fantasy—this design seeks to capture the dreams and aspirations that women hold for precious gemstones, the very concept and artistic conception at the heart of the brand.
We continued Wai Kee’s core brand elements with a typographic design that embodies its historical legacy dating back to 1885, with a thoughtful arrangement of Chinese and English characters. An organic, irregular red circle complements the tagline "Born from a Beautiful Dream", crafting a dreamlike atmosphere; a deep red coral ring is featured to echo the theme, symbolizing how Wai Kee makes women’s gemstone dreams come true.
Shades of red not only create a striking visual impact and express the passion for pursuing precious gemstones, but also exude a dreamy, joyful aura. The overall aesthetic reflects Wai Kee’s elegance, discerning taste and contemporary style.
Brand Art Positioning
Jewellery is the precipitation of time and a witness to stories. We are privileged to have partnered with Wai Kee Jewellers on website design, graphic design and artistic consulting. Our vision is to create a space that bears the brand’s historical legacy while satisfying the aesthetic demands of its customers.
Rather than merely showcasing the luxury of the jewellery, we seek to highlight the stories behind each piece. To better present the unique significance of every classic work, we divide the pieces into two layers: the antique craftsmanship as the first layer, and the jewellery itself as the second. We fuse the exquisite artistry of antique craft with the natural beauty of gemstones, infusing each piece with bespoke, one-of-a-kind elements.
We paired exquisite, unique teacups and tasteful antiques with a collection of dazzling, distinctive pearls and other rare treasures, forging an elegant and vivid connection with clients. This design inherits the brand’s classic elegance, while perfectly showcasing the discerning eye of jewellery collectors and connoisseurs alongside Wai Kee’s masterful craftsmanship.
Imagine the protagonist as a discerning collector with refined taste—when the stories of their collection are told, the outline of a space immediately takes shape in the mind. Through a unique sense of solemnity, the design isolates external distractions, guiding people to let go of trivial thoughts, immerse themselves in the space, and engage in a heartfelt dialogue with the brand and its treasures.
Afterword | Creative Statement
We are honoured to have collaborated with the brand’s photographer on this project, guiding the artistic and creative direction of the visual content. Our focus was on highlighting the profound trust and tacit understanding built between Wai Kee and its clients over more than a century—a partnership that has created timeless, heirloom-worthy classics.
Throughout this creative process, we positioned women as the protagonists of the brand’s spatial stage, taking a female perspective as the starting point of the design. We endowed the jewellery with an aura of nobility and elegance within the space, and a spirit of solemn calm that befits a century-old brand.
I appreciate Michael’s aesthetics as much as his professional way of conducting business. I would recommend him to anybody looking for good and solid design service. ”
