Lost in Wonderland
a catalog for your bookshelf
- creative campaign
- artist collaboration
- product brochure design
- exhibition execution
- children's book creation
challenge
Each year, catalogues are created to introduce new products to the world, many of them finding their way to the garbage can after they are no longer useful. Pans is a jewelry brand focused on creating family heirlooms, so everything created by the brand should last.
solution
For the launch of Pans’ first high jewelry collection, we wanted to reinvent their product catalog to effectively communicate the brand’s core values, turning a commercial pamphlet into an experience for the whole family.
result
“Lost in Wonderland” not only received a huge response from consumers, but also received a lot of attention from the jewelry industry, which expanded the brand's awareness, allowing Pans Jewelry to win an award for the collection at the Yaok Choice Annual Awards, alongside well known brands such as BVLGARI and De Beers, as well as winning the Shanghai Jewelry Designer Award in 2020.
the key words
The five key words "family heritage", "authentic family relationships", "memory is a fantasy", "accompanying your child on their growth journey", and "the intersection of texture and life" became the foundation for this product brochure, and developed into a wonderland paradise in the creative process.
consumer culture and trend insights
Pans is a high jewelry brand that believes jewelry is a medium for preserving the most important family moments. We wanted to convey the spirit of the brand through a new brochure, but what is the medium that has always played an important role in the relationship between two generations? The answer came in the form of a picture book for parents and children to enjoy reading together.
idea
This picture book features a character named Ana, on an adventure in an amusement park where she embarks on a journey to find the true meaning of happiness.
As the reader is introduced to various features such as the Ferris wheel, clown collars, and carousels, they are also unknowingly flipping through the pages of a high jewelry brochure for "Lost in Wonderland", the brand's first high jewelry collection created with the help of Russian illustrator Anastasia Suvorova and Taiwanese fairytale author Arnie Hung.
In alignment with the brand’s annual theme of “companionship”, the picture book is designed with cut out shapes to encourage interactions between parents and their children as they read the book together.
| Lost in Wonderland Product Brochure
communication strategy
As an extension of the Lost in Wonderland high jewelry collection and the brand’s family values, we created a fantasy world for both adults and children to explore together at Boheng 55 in Shanghai. Inside the exhibit lies a forest cut from paper filled with wooden horses exactly like the ones depicted in the picture book, as well as several small wooden houses that you can duck into and explore. We invited people to dig for surprises along the way, finally arriving at a quiet paradise where they can admire the collection in a serene environment.
| Lost in Wonderland Exhibition / Creative direction by J. Lu / Exhibition curated by Ocean Liang of Inception
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