Michael Hill - Jeweller
Michael Hill Jeweller
All that sparkles.
Shifting the perception of an established brand from high street retail to designer without alienating loyal customers.
Brand redesign & repositioning
As one of New Zealand’s best known brands, Michael Hill Jeweller was renowned for its groundbreaking innnovation in an otherwise very traditional sector.
The retail brand was shifting gears and aspirations with plans to expand further into the Australian and North American markets. The need to elevate the shopping experience above the standard retail environment and become more premium aspirational required a new brand mark and collateral to reflect this new position, without losing their core customers.
Acknowledging the heritage, Coats carefully evolved the logo, handcrafting the font to achieve a stylish minimal persona which, together with a unisex colour palette, was applied across all aspects of the in store retail experience and merchandising collateral. A communication strategy was also created to convey the new premium positioning which included ad templates and POS for use throughout their stores in New Zealand, Australia, Canada and North America.
Coats achieved a refined, contemporary look and feel for the brand, without being so revolutionary that it distanced itself from its origins.