Project overview

  • Elevate online perception of high-value jewelry by bridging the gap between digital browsing and in-store luxury experience

  • To reposition gold jewelry for younger customers (Gen-Z & Millennials) without alienating the core heritage audience.

  • Description text goes here

Design Strategy & Approach

Translating CHOW TAI FOOK’s heritage of craftsmanship to the digital shelf. To show high Values heritage, craftsmanship, and prestige through hyper realistic 3D content and OOH platform.

My role

I develope the Craftsmanship Storytelling.

My renders visualized craftsmanship narratives that photos couldn’t capture, elevating the story beyond “product” through artisan narrative.

Software used: Cinema 4D, Octane Render, After effect, Photoshop

CTF flagship store grand opening in Shang Hai

Impact

Chow Tai Fook has embarked on a brand transformation journey, reshaping its brand for a new generation. Chow Tai Fook's results can be described as a 'breakthrough against the market trend.' During the period, its operating profit grew by 9.8% year-on-year to over HK$14.7 billion, making it one of the representative cases of successful transformation in recent years.