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CABBAGE ( 百财 )

Cabbage is a contemporary jade jewelry brand born from Haokang Jewelry's legacy (established 1978). Targeting young Chinese Americans, Cabbage bridges the generational gap with traditional jade and breathes new life into this ancient symbol through curated collections and collaborations. Each piece is more than an accessory; it's a way to connect with their cultural heirtage.

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Industry: Culture and Fashion Jewelry
Project Type: Brand Strategy, Visual Identity, Jewelry Design
Year: 2024

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Our studio set out to craft Cabbage's brand identity, transforming jade into a vibrant and youthful symbol. The name "Cabbage" is a thoughtful nod to heritage, as it symbolizes prosperity in Chinese culture. The launch of Cabbage's first jewelry line, "The Prosperity Collection," marked a pivotal moment. We developed a visual identity that blends classic and contemporary elements, featuring custom typography inspired by the organic forms of Chinese calligraphy. Each stroke is meticulously crafted, creating an individual mark that embodies the brand's dedication to quality and artistry.

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The brand's color palette combines traditional greens with vibrant accents, symbolizing growth and prosperity. This thoughtful connection extended to the design of the Chinese logomark (百财) to ensure a cohesive brand identity across languages.

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The visual strategy extended to packaging
design, marketing materials, and web design. Picture a minimalist exterior on the boxes, building anticipation like a treasure chest waiting to be opened. The inside features a flowy pattern that echoes the modern twist of Chinese calligraphy.

The website homepage highlights the collection with stunning jewelry photos, while the online catalog presents the collection in contemporary settings.

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The Prosperity Collection was launched with a campaign featuring collaborations with emerging young artists, aligning with the brand's mission to contemporize tradition. This strategic approach positioned Cabbage as a brand that honors its heritage and resonates with younger generations.

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