Project Overview
Thomas Jewellers has been an integral part of regional jewellery retail landscape since 1896 and is currently owned by the fourth generation of the Thomas family. The stores are in the initial stages of a major brand transformation, bringing a new perspective to the retail space and incorporating elements to engage the senses. This launch of the all-new Thomas brand was unveiled in March 2017 at the opening of the reimagined Warrnambool store.
Project Commissioner
Project Creator
Team
Traffic Australia
Project Brief
Relaunching this iconic heritage brand required close consideration as the local audience had traditionally turned to Thomas Jewellers for their gift giving and homeware needs for years, in addition to the core jewellery pieces that the business was built on.
Thomas had to appeal to the younger demographic while holding on to their existing client base and elevating the existing brand perception.
Project Innovation/Need
The old Thomas Jewellers brand was reimagined as Thomas, introducing chic grey hues, classic typography and heightened attention to detail in production finishes and a new uniform collection was styled and trialled at the Warrnambool store for the relaunch.
A multi-layered custom fragrance incorporating cinnamon, jasmine, sandalwood and white musk was created to filter throughout the store and create a sensory atmosphere, coupled with the curated playlist that was developed with QSIC Music systems. This fresh new combination of visual interest, scent and audio, has elevated the brand in consumers' mind.
Design Challenge
The main challenge was to create a modern jewellery brand, while still maintaining a link with the brand's past. Thomas' positioning had to be elevated and attract a new audience, shifting it from being an everyday country jeweller 'staple' for regional locals to an exciting destination that features world renowned brand jewellery.
Effectiveness
The new look Thomas engages the customer with a multi-sensory experience. The brand update across collateral and digital platforms has re-engaged previous customers and attracted many new ones. Social Media, in particular, has seen increased growth and customer generated content.
The jewellery is the hero, artistically displayed, mixing fashion with function and style.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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