PNJ new logo and visual identity X Cowan
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PNJ new logo and visual identity X Cowan

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Casefile (~4 Min)
Curated by Brandcoat
Last updated on
July 2, 2024
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Phu Nhuan Jewelry (PNJ), founded in 1988, is a leading jewelry retailer in Vietnam, specializing in the manufacturing and trading of gold, silver, gemstones, diamonds, and more. In 2012, PNJ partnered with Cowan, an international brand and packaging design agency, to embark on a rebranding effort aimed at aligning the company with its business objectives and aspirations. By working closely with PNJ's CEO and other key executives, Cowan helped the organization identify its core values and attributes, ultimately leading to a successful rebranding that elevated PNJ to the status of a high international standards brand.

PNJ main logo design.

The rebranding process began with a comprehensive analysis of PNJ's current brand image, which revealed that the company was perceived as old-fashioned and outdated. To address these concerns and position PNJ as a modern, stylish, and aspirational brand capable of competing with international jewelry brands, the Cowan team designed a new brand identity with strong brand positioning that resonated with its target audience. This involved the development of a new slogan, logo and brand identity.

The new logo featured a stylized diamond shape, symbolizing luxury and beauty—qualities PNJ wanted to associate with its brand. The design also incorporated five rays of light that shape the diamond, which connected to the five elements in Vietnamese culture: metal, wood, water, fire, and earth. These elements symbolize the ongoing development of PNJ and its commitment to continuous growth and innovation.

The diamond's five light rays which refre to the five elements.

PNJ embraced the slogan "Trust and Style" to reinforce its new positioning as a contemporary and fashionable jewelry retailer. This impactful slogan captures the brand's core values of trust in the quality of its products and services, along with an emphasis on stylish designs tailored to the unique tastes of its customers.The brand's colors play a vital role in conveying the brand's identity and values. Golden yellow signifies prosperity and wealth, highlighting PNJ's expertise in crafting exquisite gold jewelry and reinforcing the company's association with luxury and refinement. In contrast, PNJ blue represents trust, cooperation, success, and sustainability. The combination of golden yellow and PNJ blue in the logo design forms a visually striking and harmonious palette, embodying the brand's commitment to fashion, style, and delivering exceptional products and services.

The blue and gold PNJ packaging
The blue and gold PNJ packaging

The new branding was implemented across all marketing materials, including the website, advertising, and in-store signage. This contributed to a 20% increase in sales the following year, as well as a significant increase in brand awareness and positive customer sentiment. Impressively, the brand identity and logo have remained relevant and reliable for over 15 years, adapting seamlessly to the changes in technology and time, which is invaluable in the branding world. PNJ has become a symbol that every Vietnamese knows and relates to, and today, it is the largest jewelry brand in Vietnam in terms of market share. The company has built a strong reputation for quality and customer service, further solidifying its legacy in the industry.

Samples from the March 2008 edition of the PNJ brand identity guidebook
Samples from the March 2008 edition of the PNJ brand identity guidebook

To cater to the diverse preferences of its customers, PNJ has expanded its range of stores, introducing the PNJ Next chain. Targeting younger and more fashion-conscious customers, PNJ Next focuses on contemporary jewelry made from silver, gemstones, and other materials. Located in trendy areas, these stores offer a fresh and modern shopping experience, further demonstrating PNJ's commitment to innovation and staying at the forefront of jewelry design trends. Furthermore, PNJ has established additional sub-brands and store concepts, such as PNJ Silver, PNJ Watch, and Style by PNJ, to cater to a wider range of customer preferences.

The Exterior of the PNJ Next store in 110 Cầu Giấy Hanoi

In celebration of PNJ's 35th anniversary in 2023, the company hosted special promotions and events, such as a fashion show featuring PNJ jewelry, a concert by a popular Vietnamese artist, and a charity event benefiting children in need. As one of the leading jewelry retailers in Vietnam, with over 350 stores nationwide and employing over 10,000 people, PNJ is committed to providing high-quality jewelry at affordable prices and is dedicated to social responsibility.

Promotional materials design for PNJ's 35th anniversary
Promotional materials design for PNJ's 35th anniversary

PNJ's successful rebranding and strategic expansion have established it as a modern and internationally recognized jewelry brand in Vietnam. Their focus on innovation, quality, and customer satisfaction, coupled with a diverse range of offerings, has solidified their position as a symbol of trust and style for consumers nationwide.

PNJ brand assets and applications
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PNJ brand evolution
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Brand Portfolio and Hierarchy
PNJ's visual identity and design awards
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Brand name
PNJ (Phu Nhuan Jewelry)
Consumer Discretionary
Founded year
Vietnam Market Entry
Origin country
Project context
Release date
April 2008
Main colorS

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