ENG
Ioluce is a unique jewelry product. Being patented by Giorgio Visconti - historic Italian jewelry brand - it is characterized by an innovative frame that enhances the light of the jewel and its stones, increasing its perceived prestige.
Light brings back wonderful memories. Do you know the word "Natsukashii"? This is a particular Japanese word that has a unique and untranslatable meaning in other languages: if we wanted to describe it we could define it as the evocation of those good memories of the past that give us joy and happiness. The concept of the IOLUCE brand is precisely the Natsukashii which becomes a metaphor for a "casket of light that preserves memories".
For this project, the agency studied the jewelry market, competitors and benchmarks, defining the guidelines for the brand positioning, brand values and brand identity. A naming study was carried out to best represent the concept but "sound Italian" even abroad, to recall the beauty, fashion and art that have historically characterized Italy in the world in the world.
The logo is made up of a sequence of thin letters which, light and elusive, are set by a horizontal beam of light. In its entirety, the logo takes the form of a key, as if it protected and could reveal the contents of a secret casket, a precious treasure.
Several videos have been made (20) with different stories, which tell on many different occasions how Ioluce encloses and protects the best memories of the protagonist.
The video ad attached to the project tells of a girl who, thanks to Ioluce, touching the jewel with a tender daily gesture, reveals all the splendid memories she experienced accompanied by her in love with her.
ITA
Ioluce è un prodotto di gioielleria unico. In fase di brevettazione da parte di...
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ENG
Ioluce is a unique jewelry product. Being patented by Giorgio Visconti - historic Italian jewelry brand - it is characterized by an innovative frame that enhances the light of the jewel and its stones, increasing its perceived prestige.
Light brings back wonderful memories. Do you know the word "Natsukashii"? This is a particular Japanese word that has a unique and untranslatable meaning in other languages: if we wanted to describe it we could define it as the evocation of those good memories of the past that give us joy and happiness. The concept of the IOLUCE brand is precisely the Natsukashii which becomes a metaphor for a "casket of light that preserves memories".
For this project, the agency studied the jewelry market, competitors and benchmarks, defining the guidelines for the brand positioning, brand values and brand identity. A naming study was carried out to best represent the concept but "sound Italian" even abroad, to recall the beauty, fashion and art that have historically characterized Italy in the world in the world.
The logo is made up of a sequence of thin letters which, light and elusive, are set by a horizontal beam of light. In its entirety, the logo takes the form of a key, as if it protected and could reveal the contents of a secret casket, a precious treasure.
Several videos have been made (20) with different stories, which tell on many different occasions how Ioluce encloses and protects the best memories of the protagonist.
The video ad attached to the project tells of a girl who, thanks to Ioluce, touching the jewel with a tender daily gesture, reveals all the splendid memories she experienced accompanied by her in love with her.
ITA
Ioluce è un prodotto di gioielleria unico. In fase di brevettazione da parte di Giorgio Visconti – storico brand di gioielleria italiano – è caratterizzato da una montatura innovativa che esalta la luce del gioiello e delle sue pietre aumentandone il prestigio percepito.
La luce rievoca ricordi meravigliosi. Conosci la parola "Natsukashii"? Questa è una particolare parola giapponese che ha un significato unico e intraducibile in altre lingue: se volessimo descriverla potremmo definirla come l'evocazione di quei bei ricordi del passato che ci regalano gioia e felicità. Il concept del brand IOLUCE è proprio il Natsukashii che diventa metafora di uno "scrigno di luce che conserva i ricordi”.
Per questo progetto l’agenzia ha studiato il mercato del gioiello, i competitor e i benchmark, definendo le linee guida del brand positioning, brand values e brand identity. È stato realizzato un studio del naming affinché rappresentasse al meglio il concept ma che “suonasse italiano” anche all’estero, per richiamare il bello, la moda e l'arte che nel mondo storicamente hanno contraddistinto l’Italia nel mondo.
Il logo è composto da una sequenza di lettere sottili che leggere e sfuggenti vengono incastonate da un raggio di luce orizzontale. Nella sua completezza il logo prende le sembianze di una chiave, come se proteggesse e potesse svelare il contenuto di uno scrigno segreto, di un tesoro prezioso.
Sono stati realizzati diversi video (20) con storie diverse, che raccontano in tante occasioni differenti come Ioluce racchiuda e protegga i più bei ricordi della protagonista.
Lo spot video allegato al progetto racconta di una ragazza che grazie a Ioluce, sfiorando il gioiello con un tenero gesto quotidiano, riveli tutti gli splendidi ricordi che ha vissuto accompagnata dal suo innamorato.