A New Era
A New Era
A New Era
A New Era
Michael Hill
Michael Hill
Michael Hill
Michael Hill
Brand transformation to bring the romance back to an iconic brand
Brand transformation to bring the romance back to an iconic brand
Brand transformation to bring the romance back to an iconic brand
Brand transformation to bring the romance back to an iconic brand
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Overview
Michael Hill Jeweller creates contemporary fine jewellery to mark life’s most meaningful moments. But after decades of discounting, the brand had lost it’s romance. Seen as downmarket and outdated, the brand was fatigued, overly masculine and mass. We were tasked to bring the sparkle back to this iconic brand.
Michael Hill Jeweller creates contemporary fine jewellery to mark life’s most meaningful moments. But after decades of discounting, the brand had lost it’s romance. Seen as downmarket and outdated, the brand was fatigued, overly masculine and mass. We were tasked to bring the sparkle back to this iconic brand.
Michael Hill Jeweller creates contemporary fine jewellery to mark life’s most meaningful moments. But after decades of discounting, the brand had lost it’s romance. Seen as downmarket and outdated, the brand was fatigued, overly masculine and mass. We were tasked to bring the sparkle back to this iconic brand.
Client
Michael Hill
Type
Brand Identity / Experience Design
Brand Identity / Experience Design
Agency
CHEP
CHEP
A brand that looked to its future by uncovering its past. Central to our work was the insight that Michael and Christine Hill were originally independent fine jewellers hailing from New Zealand. But after decades of discounting this story had been lost. So, to create a new identity, we looked to their past to inspire the future. The new brandmark is deeply grounded in their origin story. A ‘M’ and ‘H’ combined creates a window form, paying homage to the iconic window displays that Christine designed in the brand’s formative years. It elegantly reflects their heritage and passion for craft and creativity. The new colour palette references the lush green landscapes of their birthplace, Whangārei New Zealand. The new typographic palette reflects the craft and precision of jewellery making, creating a sense of contemporary elegance.
A brand that looked to its future by uncovering its past. Central to our work was the insight that Michael and Christine Hill were originally independent fine jewellers hailing from New Zealand. But after decades of discounting this story had been lost. So, to create a new identity, we looked to their past to inspire the future. The new brandmark is deeply grounded in their origin story. A ‘M’ and ‘H’ combined creates a window form, paying homage to the iconic window displays that Christine designed in the brand’s formative years. It elegantly reflects their heritage and passion for craft and creativity. The new colour palette references the lush green landscapes of their birthplace, Whangārei New Zealand. The new typographic palette reflects the craft and precision of jewellery making, creating a sense of contemporary elegance.
An identity that elevates the brand and its positioning. We embraced the hallmarks and aesthetics of luxe branding to elevate the brand to attract a whole new customer set. Our design work was intentionally reductive, creating a more refined, elegant and feminine identity that spanned all touchpoints and channels. From the smallest button on a digital banner, to the biggest billboards in the country.
An identity that elevates the brand and its positioning. We embraced the hallmarks and aesthetics of luxe branding to elevate the brand to attract a whole new customer set. Our design work was intentionally reductive, creating a more refined, elegant and feminine identity that spanned all touchpoints and channels. From the smallest button on a digital banner, to the biggest billboards in the country.
Extending the brand beyond the identity and into experience. The identity is integrated into the new retail environments, using a pared-back palette, natural materials, and clean architectural lines to reflect the brand’s more premium positioning. The updated monogram and typography are applied with restraint across signage and fixtures, while focused lighting and simplified displays create a calm, elevated shopping experience. The curves of the monogram are reflected in the curves of the store design. The result is a retail space that aligns with the new brand direction and appeals to a more design-conscious, high-value customer.
Extending the brand beyond the identity and into experience. The identity is integrated into the new retail environments, using a pared-back palette, natural materials, and clean architectural lines to reflect the brand’s more premium positioning. The updated monogram and typography are applied with restraint across signage and fixtures, while focused lighting and simplified displays create a calm, elevated shopping experience. The curves of the monogram are reflected in the curves of the store design. The result is a retail space that aligns with the new brand direction and appeals to a more design-conscious, high-value customer.
Launching the brand to the world. And to launch the our work, we turned to an iconic face who also had a history with the brand - supermodel Miranda Kerr. Her image supports the brand’s appeal to a more discerning, high spending customer segment.
Launching the brand to the world. And to launch the our work, we turned to an iconic face who also had a history with the brand - supermodel Miranda Kerr. Her image supports the brand’s appeal to a more discerning, high spending customer segment.
