AJ by Angela Jewellery 是高定珠宝品牌 Angela Jewellery 旗下的轻奢子品牌，主打年轻时尚的饰品。区别于高定的华丽典雅，子品牌 AJ 的设计理念以个性时尚为主，系列饰品传递出精致、自然、轻松的态度。我们希望让品牌绽放全新的视觉效果，使得消费者可以感受到品牌作为精致原创珠宝的独特调性。基于此，我们选用具有清新雅致的绿色和轻柔的暖白色为主色调，营造自然活力的美感和优雅的气质，并在字体和排版的设计中避免过多装饰与复杂布局，铺排简洁清晰的字体版面，保持品牌个性精致的视觉体验。对应着一套完整的视觉应用系统，我们在线上线下等多种媒介中，针对不同的传达侧重点与展现形式，满足了视觉的差异化需求的同时，呈现统一的品牌的视觉效果，为消费者带去更好的体验，建立更稳定的情感连接。

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AJ by Angela Jewellery is the entry luxury sub-brand of Angela Jewellery, which focuses on young and fashionable accessories. Different from the glamour and elegance of high fashion jewelry, the design concept of AJ by Angela Jewellery is based on individuality and fashion, and the collection of jewelry conveys a delicate, natural and relaxed attitude. We want to make the brand bloom a new visual effect, so that consumers can feel the brand as a delicate original jewelry unique tone. Based on this, we chose fresh and elegant green and soft warm white as the main colors to create a natural and energetic aesthetic and elegant temperament, and avoided too many decorations and complex layouts in the font and typography design, laying out a simple and clear font layout to maintain the brand's personality and exquisite visual experience. Corresponding to a complete set of visual application system, we focus on different communication and presentation forms in various media such as online and offline, to meet the visual differentiation needs while presenting a unified visual effect of the brand, which brings better experience to consumers and establishes a more stable emotional connection.