Pans
hold on to better future, for family.
- founder workshop
- branding workshop
- brand identity
challenge
Pans began in 2013 as a European-style courtyard jewelry store tucked in a corner of the Shanghai French Concession. Starting in 2016, Pans began the journey of combing through their product line, gradually building a long-term brand communication plan and launching various creative brand awareness campaigns and exhibitions.
After developing the brand with the dan and sean team, Pans has become a bright star among the independent jewelry brands in China and continues to move towards the path of becoming a top-tier boutique brand in China.
result
In recent years, luxury brands such as Burberry and Chaumet started to push family values in their brand communications in the Chinese region, finally recognizing the significance of its cultural roots. However, as a local brand based in Shanghai, Pans was able to address the influence family traditions had to the Chinese market when no one else did, and has managed to stick to them until they finally reaped the fruits of their labor.
| Photographer／Ricor
| Photographer ／Leslie Zhang
brand positioning
After completing our Founder Workshop, Pans now has organized a range of comprehensive jewelry services including consultation, education, styling, maintenance, and collective planning, besides having its own multiple unique jewelry collections. Through this process emerged the brand’s positioning “A boutique steward of precious family heirlooms”.
brand archetype
The "Innocent" experiences the world through the philosophy that "everyone can have a better life if they work hard". Pans jewelry creates the motivation that makes people yearn for a better life. The characteristic of never forgetting to experience life has created the highlight prototype "Explorer", who pursues self-realization and adds a more realistic perspective to the idealistic life. The process of collecting jewelry is like a seemingly fragmented memoir, which is superimposed to become the sum of life, from which we can see the clear values and growth.
sizzle
Home is support and responsibility, constructing the self through heritage, modern interpretation of "home", self-improvement through hard work, security in planning ahead, and collective upward mobility. We sorted through the keywords above to find Pans' most alluring feature — "For home, collect a better future".
| The dan and sean handbook for Pans／Photographed by Junyou Liu
product strategy
The current market for fine jewelry primarily exists for two audiences: men looking to buy something for their significant other, or for women to pamper themselves. Family jewelry is the first of its kind in the fine jewelry industry, so it has the potential to become a standout in the market. By observing the smaller boutique jewelry stores, Pans was able to pinpoint crucial celebratory moments when consumers typically buy jewelry and focus Pans’ product line on the most important moments in family life from being born, to growing up, to getting married, to inheritance. In this way, Pans is able to differentiate itself from other fine jewelry brands so that Pans is no longer just a jewelry store, but rather an advisor with a wealth of knowledge and experience for every family who seeks to gradually accumulate their jewelry collections throughout different stages of their lives.
photography direction
For a brand built on the values of authentic family relationships, every campaign produced, every photo taken must deliver a genuine emotional response. Since 2016, all of Pans visual communication has been planned around an ordinary family that went through various life stages, from being newly-weds to bearing children, growing from a two-generation family to three. In recent years, the Pans Family has grown to include many more families, no matter if the subject in front of the camera is a top model, celebrity, or world-class ballet dancer, aiming to reflect the authenticity that Pans values.
logo/vi design
The Pans logo is a combination of the letters P&J (Pans Jewelry), a sketch drawn by Pan, the founder of the brand who studied art from an early age. The logotype is a combination of classic, humanistic English serifs, and contemporary black Chinese fonts, allowing the brand to retain the traditional warmth of a small European jeweler while keeping up with the times and not appearing outdated.
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Our Offices
Taipei
7F-1, No. 429, Guangfu South Rd.
Xinyi Dist., Taipei
Shanghai
Rm. 8218, Fl. 8, No. 10, Jian Guo Middle Rd,
Huangpu, Shanghai