Jewel-In
Date
2025
Details
Created with Studio Earth
Disciplines
Branding Identity
Web Design
Customer Journey
Project Brief
Overview
Crafted to protect what's crafted for your memories.
The Challenge
Every piece of jewellery 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 jewellery trade protection, from insurance and safes to security systems and logistics. How might we brand and develop a platform that jewellery owners trust to protect what matters most?
Solution
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 jewellery isn't just an inconvenience. It's the loss of a memory, and the anxiety is only worsened by a complicated claims process. We designed Jewel-In's experience to alleviate that weight with clarity, from a four-step claims journey that resolves most cases in one to two weeks, to empathetic copy that meets customers with reassurance rather than jargon, so they can wear their jewellery with confidence.
Establishing trust through brand and experience
Jewel-In needed to feel less like an insurer and more like a trusted partner. We shaped a brand of prismatic radiance and bright blue clarity, elegant yet reliable, protective yet refined. That trust carried into the customer journey, where every touchpoint, from coverage to claim, guides customers with the same reassurance the brand promises.
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.
