A fine bespoke jewellery brand, which combines traditional craftsmanship along with luxury to stand out from the crowd. We wanted to create a more engaging and accessible brand experience for a more modern audience, inviting you into the workshop, and the creative process.
The brand focus was to reinvigorate visiting a jewellery shop, from the expected formal experience, to a welcoming opportunity to be part of the creative process within the workshop. The brand has craft and structure at its core, and maintains a sophisticated confidence through the various brand assets set out in the guidelines. This allows flexibility whether applied to more engaging workshop communications, or beautiful luxury in the shop environment.
Industry
Retail
What I did
Strategy & Positioning, Branding, Brand Guidelines
One of the key brand elements is a bespoke font created specifically to help communicate bold key messages in a distinct way. The font is based on clean and confident cuts associated with fine craft – generating simple yet beautiful marks like the jewellery. It was balanced with a more traditional and sophisticated serif font.
The production of the brand also includes using die cut covers, and simple materials presented beautifully – to emphasise and reveal, how simple craftsmanship can create memorable and timeless results. Further applications included branded notepads for jewellery sketches whilst in the workshop, as well as the brand turning on the sophistication for minimal packaging and mailers.
A comprehensive brand guidelines was produced to enable consistency and efficiency in producing new communications. From variations and definitions of logo, font, symbol, colour, photography and pattern use, it allowed the company to easily create solutions along with the flexibility for structured new ideas.
A unique brand that engaged with a new exciting market, yet balanced the needs of the traditional, to create a new shopping experience, that involved and engaged the customer and enabled a more collaborative and accessible experience to creating their bespoke piece.
A variety of projects from the M&S Interactive Supplier Map and other initiatives to create more transparency, better responsibility and ultimately a more sustainable approach.