Charme is a sub-brand of Hong Kong jewellery brand Chow Sang Sang that features a wide variety of charms that can be mixed and matched to create unique bracelets or necklaces that open up a world of expressions. Charme has multiple collections and as such had outgrown their original identity and needed a new identity that would allow for them to continue to grow.
We developed a new visual identity based on a modular system that can be broken down and adapted for cross-market use. This allows for fresh content to be created with minimal effort. We also developed a new logomark for Charme that embraces their product by reflecting the charms in the rounded terminals. The overall colour palette is a mixture of masculine and feminine colours to appeal to both male and female jewellery consumers in a less stereotypical gendered way.