JADE

Naming & Brand Identity Design

JADE is Hana Card's new premium card brand that balances classic premium experience with modern innovation. As a daily premium strategy for the young generation, we worked with Hana Card to develop JADE's brand identity and strategy, including naming, brand logo, and card design.

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The name 'JADE' means 'Jadeite', a precious gem that has been loved around the world for a long time. By focusing on the value of premium products like jewels, we derived the key phrase ‘Jade is Already Brilliant’ to emphasize its differentiation.

Inspired by the beautiful sparkle of jade as a graphic motif, we used line graphics and a color palette centered on 'jade green' throughout the identity design. This approach gave the brand a consistent jewelry image and trendiness.

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The four main cards are a series of designs categorized by annual fee. These have a divided graphics area at the top of the card, and the higher-class cards have more refined graphics. We have also designed a variety of card graphic options for customers to choose according to their taste.

The graphic system is a line pattern in the form of extending light. And we also created a 3D key visual that looked like a card found among gemstones, giving vitality to the brand, and these assets were used across online and offline media, including landing pages.

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The landing page was developed to make it easy to check the benefits and unique plate design of each card. And the iconography reflects the diagonal motif of the logo to build visual consistency and a sensuous brand image. In addition, we created unique visuals such as 3D motion and promotional video, and proposed a jewel box-style package to enhance the luxury brand experience.

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JADE
Naming & Brand Identity Design

iF-DESIGN-AWARD-2023_logo-2

BRENDEN

Art Direction / Doeui-Lee
Naming & Slogan / Seong-oh Park, Yeseop Lee
Strategy & Design / Seongje Cho, Sujeong Yang, Haena Yang, Hyewon Cho
Motion Graphic / Hyewon Jang, Jieun Lee,
Juhye Ma

HANA CARD

Project Direction / Jaehun Kim
Project Managing / Youngchul Shin

VISA

Project Direction / Seung-eon Kim
Project Managing / Junghun Lee