Hiday
A luxury brand identity crafted for Hiday — Imitation Infinity.
About the project
Hiday is a premium imitation jewellery brand built on the philosophy that luxury should be accessible. The brief called for a complete brand identity that communicated the same prestige and craftsmanship as fine jewellery houses — without mimicking them. The resulting identity uses deep royal blue, warm gold, and refined serif typography to position Hiday as confidently premium in its own right, with the tagline 'Imitation Infinity' embracing the brand's ethos with elegance.
The Challenge
Imitation jewellery is a crowded category where most brands compete on price rather than identity. Hiday needed a visual language that felt genuinely luxurious — attracting customers who care about aesthetics and presentation — while staying true to its accessible price point. The challenge was to build credibility and desirability without borrowing codes from heritage brands, instead creating a distinct identity the brand could own entirely.
Our Solution
We built the identity around a bespoke oval logo mark — a continuous loop referencing both infinity and the curved forms of jewellery settings — centred on a four-pointed star that echoes the sparkle of a cut gemstone. Deep royal blue and warm gold form a palette that reads as premium across all touchpoints. The identity was rolled out across packaging (gift boxes, hang tags), branded merchandise (tote bags), and stationery (business cards), creating a cohesive brand world that elevates even the unboxing experience.
Impact & Results
100%
Brand System Delivered
6
Touchpoints Designed
2
Colourways
1
Cohesive Brand World
