Jewel-In
Date
2025
Disciplines
Branding Identity
Web Design
Customer Journey
Details
Created with Studio Earth
Project Brief
Overview
Crafted to protect what's crafted for your memories.
Challenge
Every piece of jewelry carries a memory worth protecting. But when theft or loss happens, the insurance and claims process is often opaque, complicated, and emotionally draining. With over 50 years of expertise in Hong Kong, Anglo East Group launched Jewel-In, a subsidiary offering all-rounded jewelry trade protection, from insurance and safes to security systems and logistics. How might we brand and develop a platform that jewelry owners trust to protect what matters most?
Outcome
Together with Studio Earth, we branded Jewel-In to set a new precedent for jewellery insurance across Hong Kong and Southeast Asia. We designed a trusted experience that guides customers with clarity through learning about coverage, registering post-checkout, or making a claim when loss or theft happens.
Designing for loss, built on trust
Losing a piece of jewelry is also a loss of a memory and the anxiety is heightened by a complex process. We curated Jewel-In's experience to alleviate weight with clarity, from a simple claims journey to messaging that gives customers reassurance so they can wear their jewelry with confidence.
Establishing trust through brand and experience
Jewel-In is designed as a trusted partner. We shaped a brand of prismatic radiance and bright blue clarity that feels elegant reliable. Trust carried into the brand, the content, and the journey. Every touchpoint, from coverage to claims, guides customers with promised reassurance.
Guided by empathy
Empathy shaped Jewel-In's identity and carried through the entire experience, from learning about coverage to filing a claim. By leading with how customers feel at each step, we designed a process that's often confusing feel simple, clear, and human.
Trust is built in the details
A calm, confident brand sets the tone before anyone ever needs to file a claim, balancing elegance with approachability. From the reassurance of the claims page to a process that keeps customers informed at every stage, the brand carries through to resolution, so customers always know where they stand.