Neighbour Co. was entrusted by Chow Sang Sang Group to develop the brand strategy and identity system for their new Gold Collection, “Essence 永” — a line of minimalist, timeless, and versatile jewellery designed for effortless elegance in everyday life. 

Scope of Work

• Brand Naming 
• Brand Concept Writing 
• Brand Identity Design 
• Brand Graphic Asset Creation
• Art Direction 

Brand Naming

The name Essence captures the collection’s design ethos of simplicity and timelessness. It reflects the idea of distilling beauty down to its purest and essential form. “Essence” represents jewellery that transcend trends and seamlessly integrates into everyday life. The Chinese name 永, meaning timelessness, represents the collection’s core proposition.

Visual Identity

The use of organic textures, refined colour palette of soft neutrals and warm gold tones evokes understated luxury. The minimalist logo design further reinforces the collection’s focus on essential beauty and timeless classics, creating a visual identity that aligns perfectly with the brand’s narrative. 

The cohesive brand identity system resonates with the target audience, resulting in a collection that not only showcases the beauty of gold but also tells a story of practicality and elegance for everyday life.

*Remarks: Product photography assets in the project were prepared by the client