By Joy Brand identity
| Fact |
Value |
| Contact |
Madrid |
| Client |
Unión Diamantes y Joyería
By Joy |
| Project |
Brand identity |
| Industry |
Consumer Goods |
| Timeline |
3 Months
Jul 04 - Oct 04 |
| Services |
Packaging Design
Brand Identity
Brand Communications and Collateral
|
| Team size |
4 The Brand Union
3 Client |
Unión Diamantes y Joyería is a leading jewellery company with twin objectives of developing leading brands and top quality products. These 2 objectives made it necessary to keep a permanent focus on their brands.
Since its launch, Joy Tacker, one of the most important Unión Diamantes y Joyería's brands, became a strong brand. Two years ago, the changing consumer attitudes, increasing competence and new market trends, and new business objectives, made it necessary for the brand to evolve and keep the market value and connection with consumers.
Key insights
The jewellery market was rapidly changing, and along with expensive top brands, an emerging market of "young spirited" women who demand quality, design and accessible products was growing. This fact made "costume jewellery" market grow quickly and become more expensive.
Positioning
According to this market situation, there was an opportunity to offer real jewels with the fashion value of "costume jewellery". The brand was repositioned as a pret-a-porter jewellery brand: trendy, easy to wear, with a young spirit and the quality of a real jewel.
The brand was renamed "By Joy" and redesigned with the fashion world codes and visual language as an inspiration to revitalise its visual identity. Bright colours give it the energy lost by the brand and help it to enter into the fashion world.
The brand was successfully launched and implemented at the point of sale. The new strategy inspired new collections and helped to connect with emerging consumers.
