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Brand ID — 2019
JINA
The Jain Firenze is a business established 20 years ago in Florence, Italy, by Mr. Pankaj Jain, whose family has been working with precious stones and jewelry for generations. It is common for many Jainists, like them, to excel in this field, as they belong to a non-violent community in India, historically known as the world's first vegetarians and highly respected in society. To celebrate the opening of their new boutique on Via San Gallo in Florence, and to honor the blend of Florentine and Indian cultures, Mr. Jain decided to undertake a complete rebranding.
Concept
The Jainist faith revolves around the myth of the "Jina," their prophet, whose name means "the conqueror" or "the winner." Interestingly, "Gina" (or "Gino" for males) is a common name in Italy, especially in Florence, and its pronunciation closely matches "Jina."
This short and memorable name makes it easy for people to recognize and associate with something positive and approachable, while also hinting at an exotic and unique identity.
The shop offers a wide range of products. To help guide customers through this sort of "wunderkammer" (cabinet of curiosities), the name has also been turned into an acronym, serving as the store's tagline: Jewelry, Interior Design, Not-Ordinary Fashion, Artisanal Craft. This approach extends to the store's color palette, which helps categorize and suggest the type of each product.
The wunderkammer theme, as a non-linear but curated collection, inspired the design evolution. It incorporates a grid that contains the logo and other information, providing numerous opportunities to experiment with layouts and inspire imagination. This approach enhances the business's core allure, blending extravagant inspirations to celebrate its fascinating essence.
JINA
The Jain Firenze is a business established 20 years ago in Florence, Italy, by Mr. Pankaj Jain, whose family has been working with precious stones and jewelry for generations. It is common for many Jainists, like them, to excel in this field, as they belong to a non-violent community in India, historically known as the world's first vegetarians and highly respected in society. To celebrate the opening of their new boutique on Via San Gallo in Florence, and to honor the blend of Florentine and Indian cultures, Mr. Jain decided to undertake a complete rebranding.
Concept
The Jainist faith revolves around the myth of the "Jina," their prophet, whose name means "the conqueror" or "the winner." Interestingly, "Gina" (or "Gino" for males) is a common name in Italy, especially in Florence, and its pronunciation closely matches "Jina."
This short and memorable name makes it easy for people to recognize and associate with something positive and approachable, while also hinting at an exotic and unique identity.
The shop offers a wide range of products. To help guide customers through this sort of "wunderkammer" (cabinet of curiosities), the name has also been turned into an acronym, serving as the store's tagline: Jewelry, Interior Design, Not-Ordinary Fashion, Artisanal Craft. This approach extends to the store's color palette, which helps categorize and suggest the type of each product.
The wunderkammer theme, as a non-linear but curated collection, inspired the design evolution. It incorporates a grid that contains the logo and other information, providing numerous opportunities to experiment with layouts and inspire imagination. This approach enhances the business's core allure, blending extravagant inspirations to celebrate its fascinating essence.
