Lee Hwa Jewellery Packaging

A packaging design competition organised by Lee Hwa Jewellery.

Lee Hwa Jewellery Packaging Design

Design Brief: To design an innovative packaging that will impress customers and strengthen Lee Hwa's position as an innovative leader in the jewellery industry

Design:

Colours

The colours used were chosen to tell the story of Lee Hwa, a packaging that consist the concept of the past, current and future.

○ Swiss Chocolate Brown

Lee Hwa is established in 1970. Swiss chocolate brown is one of the popular earthy colours of 1970.

○ Pale Pink

Used in Lee Hwa new concept store

○ Slivery White

Gives off vibes of coolness and simplicity. Elegant and timeless

Details

The magnets used will be the design of Lee Hwa's logo, in the form of letter wax.

Concept: SIMPLISTIC + LETTER

Letter was one of the only forms of communication in the past. The meaning of letter has been lost due to technology advancement and unless it is for something formal that needs to be mailed, people would prefer not to write letters.

With nowadays’ devices, messages sent by loved ones can be easily saved however they usually do not hold as much attachment as compared to a letter. When one receives a letter, they will keep it close to them since it contains one’s sincerity and thoughts, something that are not meant to be thrown away. They spent time to write down word by word in order to convey their thoughts to you, thoughts that they do not feel comfortable to talk about verbally. Perhaps in the future, when the customers were tidying their things, they will find a birthday letter given to them by their loved ones. The feeling of finding something so essential and memorable is a matter that one can be really overwhelmed by.

Taking this letter concept into my packaging design, I hope Lee Hwa’s new packaging can be as impactful, relatable and personal to their customers just like a letter.

Should the customers leave the box alone after taking the jewellery out, however, I hope that the customers will still feel the same nostalgia when they find the box again somewhere, and remember the feeling they had when they first got their jewellery from Lee Hwa. Be it a memorable 21-year-old birthday gift from their mother, or a gift for themselves to commemorate their efforts after accomplishing things. Although a letter is simple-looking, what matters the most is the content inside it. Not only does this packaging contain the jewelleries, they also contain the customers’ memory of each of these events that had led to them shopping at Lee Hwa.

4 IN 1 SET

RING BOX

PRODUCT RENDERING

PROJECT PORTFOLIO

PROTOTYPE & MOCK-UP

IDEATIONS & SKETCHES