NTJ releases comprehensive rebrand after five-year partnership with M – N Associates

Ngọc Thẩm Jewelry (NTJ), a three-generation heritage jewellery house founded in 1989 in Southern Vietnam, released a five-year rebrand project to reposition itself in the industry. The brand partnered with creative branding agency M – N Associates for a comprehensive reconstruction of the logo, typography, packaging, store design and spatial experience.

For over 40 years, NTJ stood for trust, quality and iconic craftsmanship, but the jewellery house sought to redefine itself as grounded in heritage, creation and distinction.

M – N Associates went back to the earliest store signage of NTJ to use as the foundation of the new logo design. From there, it was reconstructed and made into three distinct forms: a full signature for formal applications, a shortened version for retail and an abbreviated NTJ monogram for scalable and digital use.

The original rhombus-star shape used in the original signboard carried over into the new logo to signify heritage and clarity for the future, while creating balance throughout. In physical and digital spaces, icons were built on the same geometric system as the star to add consistency across platforms.

The typeface used in the logo and throughout the text takes two styles. NTJ Display uses the ceremonial character of the brand, while NTJ Sans is the structural backbone for retail, digital and omnichannel use. 

Packaging continues with the heritage element, taking inspiration from the rounded plastic box long used by Mekong families to store gold. The new boxes express a cultural memory through a contemporary lens, turning a humble container into a nostalgic item that expresses luxury.

M – N Associates also developed an internal product photography studio with fine arts photographer Wing Chan that aims to deliver consistent, high-precision imagery. The goal was to achieve world-class product visuals that meet international standards. Rings that seem to balance perfectly on tables and carefully framed model images that showcase the jewellery elegantly and straightforwardly.

NTJ elevated its retail experience to further the updated identity. Modern uniforms reimagine the original crossed short tie and introduced a star icon pin for continuity. Two flagship stores, Cần Thơ and Mỹ Tho, were redesigned with inspiration from the silhouette of the jewellery boxes. Recessed glass cases lined the walls with rounded tops. The display counter wraps around in a circle in the inner area of the showroom.

A comprehensive merchandising system organises products by category while maintaining emotional resonance. Moving away from traditional posters, digital screens allow for the dynamic evolution of storytelling and campaigns. Every detail in stores is a relationship between the heritage of the brand and contemporary retail design.