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Grigorian Jewellery
Rebranding and development of the corporate identity of the jewelry brand
/ branding / identity / logotype
2024
Art expressed in restraint
DESCRIPTION
ABOUT THE PROJECT
GRIGORIAN JEWELLERY is a brand under which the family workshop creates unique jewelry for sale and on order. In every piece of GRIFORIAN JEWELRY, the hand of the master is felt and the love for his work is felt, which makes jewelry not just accessories, but real works of art. The brand offers a wide range of products: from elegant rings and bracelets to elaborate necklaces and brooches. Each piece of jewelry can be adapted to the individual wishes of the client, whether it is the choice of metal or the insertion of stones, which allows the products to become a reflection of your uniqueness and style.
TASKS
The client came to us with a request for a complete rebranding and revision of the visual concept of GRIGORIAN JEWELRY. The brand "before" did not have a well-designed and clearly defined positioning, and the philosophy did not have visual referents and symbols. What the family jewelry workshop did with a unique experience was not reflected in the corporate identity.
What is important: 1) create a brand platform: identify its mission and values, describe its philosophy, choose an expressive slogan, prescribe principles and rules for drawing up marketing promotion strategies; 2) adhering to strictness and minimalism, create an expressive and memorable corporate identity that includes constants, patterns, graphics, and also the design of physical media; 3) to develop a unique packaging that would leave admiring emotions among customers, which we would like to preserve.
What is important: 1) create a brand platform: identify its mission and values, describe its philosophy, choose an expressive slogan, prescribe principles and rules for drawing up marketing promotion strategies; 2) adhering to strictness and minimalism, create an expressive and memorable corporate identity that includes constants, patterns, graphics, and also the design of physical media; 3) to develop a unique packaging that would leave admiring emotions among customers, which we would like to preserve.
GOAL
To develop a brand platform that will allow you to create effective marketing strategies for promotion. Create a restrained, conceptually responsive philosophy and brand history, corporate identity.
RESULT
The client was completely satisfied with the work done and noted that everything he had planned and represented in his head turned out to be read and implemented.
When jewelry is not just luxury, but desire and individuality in a stylish cut
brand concept
GRIGORIAN JEWELRY — does not create just jewelry, but brings your secret desires to life. The jeweler's high art is ahead of the wildest expectations, highlighting the elegance and your new status. Touch the unexplored facets of your soul together with GRIGORIAN JEWELRY, get involved and explore, discover courage in the restraint of filigree lines and luxury in its best embodiment. Freeze in anticipation of the beautiful and show this world a new self. The brand's mission is to confirm your status and unique taste through the creation of exclusive and luxurious jewelry. GRIGORIAN JEWELLERY pays special attention not only to the quality of our diamonds, precious stones and alloys, but also to the design, which emphasizes individuality and your refined taste.
How to create a brand "from scratch"
brand platform
Creating a brand from scratch is a complex and multi—stage project. To achieve the goal, it is important to take into account many factors. Accordingly, the whole process is divided into several stages, each of which uses its own tools.
During the analysis of hypotheses, we identified 4 segments based on the main criterion - motivation to buy. For each segment, its own purchase drivers and features were identified.
We identified the environment, analyzed competitors by parameters: Brand Image, Tone Of Voice, Market positioning.
Based on the results of research and conceptualization of the brand, the Reason to Believe was described: rational (quality, unique design, wide selection of stones, durability, unique production, manual labor, price-quality combination, compliance with the principles of sustainable development) and emotional (exclusivity, desire to touch, harmony, relevance, trust, empathy for the history and mission of the brand, development through a social elevator, balance of restraint and luxury).
Developed:
- Slogan: Creating desires
- Values: Quality and Beauty. Two unchanging pillars, without which no decoration of Grigorian Jewelry is possible. Personalization. Each person is individual and deserves an individual decoration. Before ordering, we always communicate with the client to hear his thoughts and feel his soul. Originality. Design development is one of the most important stages in creating jewelry, we do not make replicas, but create creativity in its best form, so each design is unique and has no analogues. Traditions. GRIGORIAN JEWERLY is a workshop where modern methods of jewelry creation go hand in hand with the traditions of handmade jewelry.
- TOV: Impressive, magical, restrained, when the works speak for themselves, and the text is just a light summary to the main point, minimalistic, abstract, anticipatory, emphasis on feelings, sacrificing objective advantages, taking them for granted, luxury as a new status of life.
- Brand cloud: magic, anticipation, creativity, dreams, emotions, soul, fulfillment of desires, exclusivity, individuality, art, impressions, mood, unity, balance, status, wealth, luxury.
Creating desires
SLOGAN
A slogan is a short, memorable statement expressing the key concept of a brand. In the slogan, we proposed to reflect the key feature of the brand's philosophy - the ability of craftsmen to embody the most daring and vivid fantasies of customers.
CREATING DESARIES
Expressive restraint
visual system
The corporate identity was supposed to be restrained and concise, with simple graphic objects and an easy-to-read message. Therefore, we suggested creating a monogram as a logo, and choosing geometric shapes as constants for the visual language.
VARIANTS
A modern and minimalistic concept with a combined logo look. The sign reflects the restraint, seriousness and confidence of the brand.
THE FINAL VERSION
The values, principles and messages embedded in the philosophy of GRIGORIAN JEWELRY have a reliable support in the form of the skill of jewelers and traditions that they respectfully follow in their work.
The sign is made up of a duplicate letter "G". It looks simple and strict, while it remains concise, stylish and brutal.
The font part is grotesque, the shapes and bends of the letters are combined with the sign. In this way, the integrity and unity of the logo is achieved.
palette
It is recommended to use relief and textured natural objects as branded textures, background images and additional visual elements: stone, wood, sand, ice.
As a proprietary graphic element, it is proposed to use a circle made with a thin and, if necessary, an interrupted line. The circle is a simple and basic element of the visual language, while being one of the richest symbols in terms of meaning.
IDENTITY ELEMENTS
As a "feature" of the brand, branded packaging in the form of a fabric (for example, made of velvet) bag with a magnetic mount with a logo print (only the sign or only the font part, embossing, high-quality varnish or embroidery is acceptable). This bag is designed for the wow effect of unpacking precious items.
Rational advantages: there is no need to use additional cardboard packaging for velvet boxes of various jewelry, the fabric protects the products from damage.
So, in rational advantages, the reuse of such a bag is definitely suitable.— Due to the size, it is ideal for storing products at home or can become a fashion accessory.— a cosmetic bag for a female audience. The emotional benefits are priceless.
Rational advantages: there is no need to use additional cardboard packaging for velvet boxes of various jewelry, the fabric protects the products from damage.
So, in rational advantages, the reuse of such a bag is definitely suitable.— Due to the size, it is ideal for storing products at home or can become a fashion accessory.— a cosmetic bag for a female audience. The emotional benefits are priceless.
packaging as a brand feature
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