Brand:
In order to understand how to communicate to the "WHY" consumers should shop with us. the first thing. The brand identity. As we've mention in before, the brand juvel originated from the word Jewel. The overall pronunciation is almost the same between the two. But the spelling is changed (play of words is generally the phrase we use to describe). Within the logo, the first letter "J" is capitalized but it is in perfect alignment with the rest of the letters in lowercase. The background is black. What does this all means? It means that the brand is a luxury brand that is mysterious but yet inviting to explore with different perception from the traditional brands. Next is the catch phrase: