Qiana –
A Name That Turned Heads.
A Stall That Stopped Them.
The Challenge
After over two decades in the fashion jewellery business, the client needed a fresh identity. Their original brand, **Butterfly**, was registered by a cousin and a new name had to be found. It needed to be short, striking and premium - something that could carry the legacy forward while starting a new chapter.
The Idea
We named it **Qiana** - a word that felt modern, elegant and full of style. From there, we created everything: logo, brand positioning, packaging, teaser communication and a bold, unconventional stall design for its first major exhibition.
The Magic
Before the event, a teaser campaign built curiosity. The brand look landed just right - but the real moment came at the exhibition. While most jewellery stalls play it safe, we proposed a space anchored by a sculptural tree, stripped bare, showcasing the jewellery like art. The client had never seen anything like it before - and was understandably hesitant. But he trusted our instincts and went ahead.
The Result
The stall didn’t just attract attention - it owned it. Visitors stopped, stared, clicked photos and showered the brand with admiration.
In fact, the brand’s success rewrote its own story. Before the exhibition, the client had asked us to write a letter:
“Butterfly is now Qiana.”
After the exhibition?
He said:
“Forget Butterfly. Qiana stands tall on its own.”
And the cherry on top:
“If I had charged people for selfies at my stall, I’d have recovered the entire cost.”
Qiana didn’t just launch - it arrived. With sparkle, swagger and story.
