Cred Jewellery
2008 REBRAND 100 Winners > merit
Industry: Apparel and Accessories Jewelry - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Cred Jewellery is a UK based ethical business, with a vision ‘to make it unacceptable to buy non-ethical jewellery within the next 15 years’. Challenge - The brief was to bring their ethical offer to a wider audience, reposition them in the luxury sector and the challenge was to create a single brand with the right balance between luxury and ethical. Strategy/Result - We created a brand story based on ‘beautiful ethics’ that articulates this offer for use across all marketing and PR communications. An iconic, jewel-like C inspired by patterns of the world in simple black. The white reflects purity and competes in the luxury market. It is supported by a palette of natural, earthy colours adding warmth and vitality. Using the visual elements of the C symbol, we created a diverse suite of patterns to offset large areas of pure white – purity on the outside, richness and warmth within. Evocative photography conjures up a sense of the extreme locations from where Cred sources the raw materials used in its jewellery. Credits: Client: Cred Jewellery - www.credjewellery.com Brand Strategists/Designers: Radley Yeldar - www.ry.com Brand Consultant: Rebecca Price Account Director: Rachel Bevans Creative Director: Andrew Gorman Designer: Katie Taylor Senior Artworker: James Perry [back] |
