The Challenge
While prior jewelry lines were adorned by celebrities and sold at Bergdorf's, the new brand was priced more affordably with a broader, more cost-conscious audience — requiring a revamped brand presence with well-defined voice and tone.
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Brand Development
Janet Mavec Jewelry
eCommerce & Retail
B2C branding and reinvented product copy for fine-jewelry designer brand Janet Mavec — eCommerce experience and brand storytelling.
The Approach
We rooted Janet Mavec Jewelry's tone within a nature-inspired narrative fusing the universal and the particular — creating company identity materials including the slogan Made by Nature. Finished by Hand.
“Made by Nature. Finished by Hand. — a brand voice rooted in the universal and the particular.”
Buyer Personas
Buyer persona-driven brand development for core eCommerce buyers
After comprehensive buyer persona analysis, we crafted new brand materials tailored specifically to isolated elements of core audience personalities.
Facing the challenge of a voice both grounded in customer relationships and elevated in product quality, we sought points of connection through universally resonant aspects situated within nature.
Messaging Architecture
Credible, compelling, and creative brand narrative
Our messaging architecture revolved around the universal and the particular — isolating universally resonant product aspects within nature and anchoring them in concrete, personable context.
From this redesigned brand voice, we created product descriptions, promotional campaigns like Charmed to Meet You, and email marketing within the jewelry from nature framework.
Brand Collateral
Brand Collateral & eCommerce
Product copy, promotional email campaigns, and eCommerce catalog assets.
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