Eterno
A house of cigar cases, humidors, leather goods and cabinets made for collectors. The packaging had to feel as considered as what goes inside it: dark, quiet and built to be kept.
True luxury is never loud.
A Singapore leather-goods brand had premium products and high customer satisfaction, but the identity felt corporate. E-commerce conversion was 1.2%, average order value was $85, and repeat purchase was 8%.
Research showed that luxury accessory customers respond to craftsmanship, yet many brands simply claimed quality rather than showing how it was made.
The new identity made craftsmanship visible through embossed details, material-first photography, heritage messaging, artisan profiles, and production stories throughout the website.
Conversion increased from 1.2% to 2.4%, AOV from $85 to $118, and repeat purchase from 8% to 22%. Instagram grew from 2,100 to 9,400 followers, alongside three luxury boutique inquiries.
Premium materials become more valuable when customers can see the craft, people, and process behind them.
Identity
A line drawn crest of two guards at an arched door, set over a spaced out serif wordmark. It works in tan on espresso, espresso on tan, and holds up on black and on ivory.
Gift box
A rigid magnetic box in espresso board. The arch is pressed into the lid with the crest foiled in brass, and the inside flap carries the line for those who savour time.
Envelope
For certificates and care notes. The arch runs across the front, the flap folds over a single line on the back: for those who keep the finest things.
Thank you card
Espresso on the front, tan on the back with a short handset note. It goes in every order, so it had to feel written, not printed.
Bags
Two shopping bags with woven handles and the same blind arch, plus a soft canvas dust bag with a small woven label, so the piece stays protected long after the box is put away.
Out in the world
The crest pressed into leather, stitched onto a patch, printed on stationery and painted on the shop window.
