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.