Chang Chang Jewelry
connecting taiwan to the contemporary jewelry scene
- art direction
- product photography
| Photography / Shauba Chang
challenge
"Typically, creativity seeks to provide a response to a problem, or the creator has a concept, so they seek out help from the "media" to help them communicate those ideas." This is the starting point this jewelry store has set for itself. In addition to creating its own products, they also like to introduce the works of international artists. In doing this, the founder wants to create a personal language to connect Taiwan to the contemporary jewelry scene.
How do we create a link between Taiwanese characteristics and contemporary jewelry aesthetics through a product photoshoot?
result
From 2014 to 2021, from the new logo to the new store locations, Chang Chang has undergone several brand renovations, but what remains unchanged is its delicate style and dedicated creativity. Today, Chang Chang's brand has been expanding its appreciation of artistic creation with a more diverse selection of products.
the key words
The key words not only reflect the characteristics of Taiwan, but also fit the brand: Softness encompassing firmness, diverse textures, mindful day-to-day, delicate humanity, and subtle brilliance. We sorted through the keywords above to find the extension of the creative concept.
| Photography / Shauba Chang
idea
dan and sean brought Chang Chang's abstract concepts to life in this product photoshoot by playing with a variety of materials, light, and shadows to bring out the unique qualities of the jewelry, while maintaining a consistent theme overall. When the jewelry is viewed by its audience, all excess noise is removed and the focus is on the precious purity of contemporary jewelry.
consumer culture and trend insights
In order to create a connection between Taiwan and jewelry, we need to think about the materials that Taiwanese people feel. But instead of the usual cold and luxurious fabrics, we chose materials that Taiwanese people remember - satin dresses prepared for special occasions, suit cloths with a straight stitch, and suede-wrapped in warmth in winter. The visual feeling brought by the fabric is just like the daily life of Taiwanese people, gentle, slow, delicate, and diversified.
| Photography / Shauba Chang
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7F-1, No. 429, Guangfu South Rd.
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Rm. 8218, Fl. 8, No. 10, Jian Guo Middle Rd,
Huangpu, Shanghai