Brand Identity
Packaging
Typography
Copywriting

HUE.S is an online silver jewelry select shop based in Taiwan. In English(Silver) and Latin(Argentum), silver means ‘shining’ and ‘Brilliance’, HUE.S integrates the meaning of Hue and Silver. Every piece of jewelry has different meaning in life, maybe a memory, a choice, or a self-expression. HUE.S hopes customers radiate with great brilliancy light like the silver.

According to the selected items and image concepts of HUE.S, we pre-set the entire brand planning process to form a complete visual indetity. The logo was drawn with a continuous curve, creating a fluid sence like the malleability of silver. The logotype is based on the Bodoni style font, lettering combines modernity and classicism with silver-like curved lines, making the font unique and harmony, complementary and opposite at the same time. Through the combination of the main identity system, its expresses the malleability and timeless of silver jewelry.

Different from other online stores, we present the brand’s aesthetics and concepts through narrative arrangement, to create the critical brand value.

(Lookbook Photo by WeiHua Do)

HUE.S是一間位於台灣的線上銀飾選物店，其品牌名稱取自色調(Hue)、及銀(Sliver)的組合，意旨銀色調，在英文(Silver)及拉丁語(Argentum)中，銀有著「 閃亮的」、「 白色光輝」的語意。每件飾品在生活中都具有不同意義的地位，也許是一段記憶、一種選擇，亦或是一種自身的表達，HUE.S希望配戴者如同身上的銀飾，散發出閃耀的光輝。

根據HUE.S其選物品味及影像概念，我們預先設定了整個品牌的規劃流程，以構成一個完整的世界觀。品牌標誌以延綿的曲線繪製而成，塑造出如銀的延展性般的流動意象，標準字基於Bodoni字體創造，融合了現代與古典，加上了宛如銀器的曲線線條，使字體同時具有獨特性與和諧性，通過主要的識別系統搭配，其印象表達了銀飾的延展性和雋永本質。

有別於一般線上選物店，我們將品牌的美學及理念藉由具敘事感的編排呈現，傳達屬於品牌的核心價值。