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Design firm JKR creates jewellery for premium brand from Prudential Singapore

Design firm Jones Knowles Ritchie helped design a premium wealth management brand called Opus for high net worth individuals in Singapore. JKR named the brand, co-created its proposition, personality and voice, the logo and other elements of visual identity. It even fashioned personalised jewellery for its customers using the typeface created for the brand.

The product was aimed at Singapore’s 184,000 millionaires who are estimated to increase to 240,000 by 2023, according to a report from Credit Suisse.

JKR Singapore head of strategy Katie Ewer said: “We wanted Opus to speak the language of luxury, so we crafted a contemporary, personal identity for the brand.”

“Our intention was to create a tonality of considered elegance, slightly reminiscent of various symbols associated with currency without being too literal.”

Prudential Singapore head of marketing Harish Agarwal added:  “With Opus, we are serving the needs of Singapore’s rapidly rising high net worth individuals by offering them personalised solutions that go beyond insurance, coupled with dedicated service and advisory.

“With its premium positioning and exclusive appeal, we hope to bring something unique to our high net worth clientele, and we appreciate JKR’s efforts in helping us build this experience.”

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