Hearts On Fire, an American diamond brand known as “the most perfectly crafted diamond in the world,” was founded in 1996 for nearly 30 years. In order to be more relevant to contemporary life and style, the brand has adopted a new image and opened its doors at SOGO Renaissance Hall 4 in Taiwan. The world’s first brand-new image boutique was opened on the building, and the first design BARRE series was launched with a new look, ushering in a new stage of the brand.
In an era when the pursuit of diamonds focuses on the number of carats, Hearts On Fire breaks the rules and uses superb cutting skills to bring out the maximum potential of each diamond, creating a new concept of appreciating diamond cutting skills; replacing it with a new LOGO, Monogram, The brand-colored Hearts On Fire focuses more on the unique light of each diamond to reflect the confident beauty of each person. The edge of the new LOGO reflects the cut corners that resemble the facets of diamonds. The letters ON are shrunk so that people can see Hearts at a glance, which symbolizes the reflection of perfectly cut diamonds. (Heart-shaped totem) and Fire (colorful fire); the new Monogram outlines the letter H with curves of smooth thickness, which reminds people of the reflection path of light in diamonds. Finally, the new brand color has also been changed to a contemporary warm red (PANTONE 2349 C), which is also the main visual of the new product packaging and store.
The world’s first image boutique is themed around residence, using marble to create a sense of luxury, paired with warm wood and copper materials, and common table-shaped display cabinets popular in Europe and the United States to create a warm, comfortable and approachable image.
