Start Creative Hong Kong has developed the marketing strategy behind Yun Yi. The launch is rolling out in major tier one cities on the mainalnd including Beijing and Shanghai.
The Yun Yi collection includes a series of limited edition ‘heirloom' pieces, which are recreations of the Imperial treasures of the Qing dynasty. Start is responsible for the complete look and feel of the collection, including naming, developing identity, photography, tone of voice, marketing collateral, staff uniforms and visual merchandising. Start has also invited typographer Benny Luk to create a monogram in the style of a royal stamp from the Chinese imperial period.
The Chinese consumers are spending extravagantly on occasional gifts, such as birthdays and anniversaries.
Jonathan Cummings, managing director at Start Hong Kong, said Start's proposition for Yun Yi was inspired by Chinese literature and calligraphy.
Credits:
Project Yun Yi Fine Jewellery
Client Chow Tai Fook Jewellery
Creative agency Start Creative Hong Kong
Creative director Michael Dorrian
Exposure Marketing collateral, instore
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