charmsday is a new fashion accessory brand launching exquisite silver charm bracelets. the concept for the launch was targeted as the end of “watch-wearing”, considering that even the watch has run out its time! the watch has very obviously been replaced by the mobile phone for time-telling, meaning it has been reduced to just a fashion accessory.

starting with the teaser and all through the creatives, the concept is, ‘hands are heroes’. our hands say a lot about us. we work with them, we play with them, we pray with them, we eat with them, we even talk with them.

targeting the young independent woman, these charm bracelets are a style statement that become a medium of self expression. the visual language is feminine, funky, simple and bold, just like the charmsday audience!