Pans
Founder Workshop, Brand Identity Design, Logo Design, Product Development, Photography Art Direction
Pans began in 2013 as a European-style courtyard jewelry store tucked in a corner of the Shanghai French Concession. Starting in 2016, Pans began the journey of combing through their product line, gradually building a long-term brand communication plan and launching various creative brand awareness campaigns and exhibitions.
After developing the brand with the dan and sean team, Pans has become a bright star among the independent jewelry brands in China and continues to move towards the path of becoming a top-tier boutique brand in China.
Product Strategy
The current market for fine jewelry primarily exists for two audiences: men looking to buy something for their significant other, or for women to pamper themselves. Family jewelry is the first of its kind in the fine jewelry industry, so it has the potential to become a standout in the market. By observing the smaller boutique jewelry stores, Pans was able to pinpoint crucial celebratory moments when consumers typically buy jewelry and focus Pans’ product line on the most important moments in family life from being born, to growing up, to getting married, to inheritance. In this way, Pans is able to differentiate itself from other fine jewelry brands so that Pans is no longer just a jewelry store, but rather an advisor with a wealth of knowledge and experience for every family who seeks to gradually accumulate their jewelry collections throughout different stages of their lives.
Photography Direction
For a brand built on the values of authentic family relationships, every campaign produced, every photo taken must deliver a genuine emotional response. Since 2016, all of Pans visual communication has been planned around an ordinary family that went through various life stages, from being newly-weds to bearing children, growing from a two-generation family to three. In recent years, the Pans Family has grown to include many more families, no matter if the subject in front of the camera is a top model, celebrity, or world-class ballet dancer, aiming to reflect the authenticity that Pans values.
LOGO/VI Design
The Pans logo is a combination of the letters P&J (Pans Jewelry), a sketch drawn by Pan, the founder of the brand who studied art from an early age. The logotype is a combination of classic, humanistic English serifs, and contemporary black Chinese fonts, allowing the brand to retain the traditional warmth of a small European jeweler while keeping up with the times and not appearing outdated.
