Danh Hien Jewelers

Sector: Fashion / Retail
Client : Danh Hien
Location: HCMC


Brand platform
Brand identity
Web design
Marketing collaterals
Brand photography

A family tradition to a business of delicate handcrafted jewelry

Award & Honor

Italy – Silver A’Design Award 

Worldwide –  Behance 

Germany – Mindsparkle Mag  

USA: Under Consideration

France: AA 13 

USA: Hey Design

Rusia: Losko



The Challenge

Danh Hien is the trademark of an enterprise specializing in handcrafted jewelry, working as a family tradition. This business was established in 1950 by Nguyen Van Hien, a craftsman. The founder was born in a family has a tradition of fine arts handicrafts. He used to learn and work in Cambodia at a jewelry shop specializing in making jewelry for Sihanouk royal family. His works significantly influenced the development of jewelry industry in Saigon among the 1950s to 1960s.


Danh Hien is now operating with two jewelry stores and a jewelry workshop with 120 skillful craftsmen. Its diamond products are all made under the standard of GIA (Gemological Institute of America).

Logo Concept

We develop a new logo and brand identity to make Danh Hien Jewelers stand out with luxury and modern values, long-lasting traditions, uniqueness, and their attention to details.


Our main inspiration comes from a diamond. The big challenge we had to face is to make an exceptionally creative and unique brand mark from the popular diamond cliche. Their idea is the combination of initial letters of Danh Hien, the top view of the diamond and Celtic Arts to form the geometric signature.


Bratus chose a serif typeface to represent the aesthetics and fashion industry. The color palette is selected to show the charm and femininity. The supplementary color palette has been carefully picked to ensure the harmonious and flexible identity.

Visual Identity

We crafted the inspiration from the structure and the block image of precious stones, diamond and the bond of chemical components under the guarantee of tidiness and elegance. The pattern structure can apply flexibly at different angles.

The stationery is produced on plain-colored high weight stocks, with gold foiled, embossing, printed-edge, and handcrafted techniques.

“We combine high-quality paper choices with extravagant gold foil to create a formal identity system for handcrafted diamond jewelry makers - Danh Hien”