RED POCKET + NEW YORK
Red Pocket is a collection of luxury, handcrafted, Chinese zodiac charms made with raw materials of the highest ethical and ecological standards. Using .935 silver, AAA grade rubies sourced from non-conflict countries and packaging made from Italian recycled paper, Red Pocket is committed to creating beautiful jewelry that brings joy, positivity and good luck. The level of detailed attention brought to design, manufacturing and packaging is both meticulous and traditional in its approach.
THE DESIGN PROJECT
Our assignment was to create brand strategy, identity and website design for the introduction of Red Pocket jewelry during the Chinese year of the monkey. Working with the company’s founder and chief designer, the creative design concept leverages the long-standing tradition of exchanging lucky red pocket envelopes during special occasions. Understanding the insight that Asian consumers rank quality and craftsmanship as key attributes for the purchase of luxury goods, the Red Pocket brand story was built to highlight the product line’s top-grade raw materials, master jeweler design and handcrafted production. The use of illustration and stunning, flower photography conveyed the founder’s brand vision of beauty, happiness and lighthearted fun.
BRAND LAUNCH = STRATEGIC PLANNING + BRANDING + WEBSITE + ILLUSTRATION