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SHI3: Young Fashion Jewelry Brand of Chow Tai Fook

CompanyNoiseless Design

Lead DesignersChristopher Lee

Design TeamChan Hing Piu, Nathan Leung, Aless Kwong, Chanfly, Esther Mok

ClientChow Tai Fook

Prize(s)Bronze in Print / Corporate Identity

Entry Description

SHI3 is a new fashion jewellery brand in China. Our brief covers from its naming, identity, to everything else in the retail environment.

The concept revolves the saying that fashion trend expires in two weeks, in which, shi3 rhymes as “13” in mandarin so we are always one day ahead. With this in mind, we borrowed lots food inspired motif to generate “freshness”, a logo looks like pop corn to begin with, packaging design that looks like tin cookie cans, and brought in dessert bistro experience into a jewellery retail shop - one could tryout jewelries openly - first in china if not Asia.