JESSOP JEWELLERS

Jessop Jewellers is a leading independent jewellery brand based in Scotland specialising in luxury fine gold and silver jewellery, and bespoke engagement and wedding rings. Established in 1969, Jessop Jewellers is seeped in over 50 years of history and has remained family owned as they continue to grow and delight their customers.

CHALLENGE

Jessop Jewellers came to us with a rebrand in mind that honoured their rich history and heritage with a contemporary spin that resonated with both old and new customers. It was important that the brand’s commitment to craftsmanship and being long standing custodians of fine jewellery shone through their brand identity.

APPROACH

1- Understanding the Existing Jessop Identity

Our collaborative approach allowed us to take the time to engage in an open conversation with the Jessop team about their existing brand identity. We learned that Jessop has built a strong, loyal customer base that appreciated their heritage and so, it was important that through the rebrand, this customer base still felt connected whilst giving the overall brand a facelift that would allow them to tap into new demographics.

2- Target Audience Analysis

Through the strategy phase of this project, we developed strong audience persona’s that provided insight into the pain points and needs of Jessop’s target audience that would ultimately pave the way to uncovering the role Jessop plays in this audience’s lives.

3- Brand Personality Development

Now that we knew how Jessop would impact that their target audience, it was time to address the ‘how’ through their brand personality. Using the brand archetype model, we assigned Jessop ‘The Ruler’ and ‘The Lover’ archetypes which toed the line between leadership and connection creating the perfect balance of credibility and the emotional bond Jessop set out to build with their customers.

4- Elevating Visuals

Finally, it was time to bring the strategic direction to life with the visuals! Using their brand archetypes and tone of voice as guidance, we worked closely with the Jessop team to develop visual elements that not only elevated Jessop’s existing visuals but positioned them as industry leaders.