For a manufacturer of one-of-a-kind jewelry pieces working with some of the world’s most identifiable luxury houses, Dehres’ commitment to stellar client relations and expertly cut goods strikes the perfect balance for a well-established brand that family values. Hong Kong-based family-owned multi-generational company had a solid foundation and rhythm of business, so the only way to go was up. Base Creative was approached to help define brand strategy, design and story, as well as a value proposition, through market research and collaboration – the target set on expanding throughout Asia beginning with their first retail store in Taipei.
Dehres was and is a family matter, a shared passion for creating an individually notable experience for each client. While the brand has succeeded immensely in the retail market but lacks the same connection with the end customer market. As the brand crosses the next horizon with its first retail store, Base Creative provided research and current-state analysis to build a clear and end-consumer directed brand strategy.
According to our research, global consumer demands for diamond jewelry has hit records of US$82 billion and in the heart of one of the most active markets in the world – the demand is evident. With a large scale of business and a desirable company nature and structure, Dehres is a long established Hong Kong family business that has worked with many high-end fashion houses of the same caliber. To appeal to the end consumer in retail settings, we suggested offering different product lines to different target groups resulting in four subbrands – the high-end Summit, the wedding focussed Bridal, Contempo for younger female clientele and Executive for male buyers. Reflecting ethical sources, careful craftsmanship and transparent customer relations, truth and integrity run through the company as values to be applied throughout the brand.
For a classically beautiful yet simplistically versatile visual expression, the brand identity was centralized through brand guidelines. Measuring the logo against a grid, the logo was line up for more aesthetic alignment. Colors were chosen to represent sophistication and softness. For a versatile but uniform written appearance, a modern, flexible and elegant typeface was selected as the primary typeface. Photos for marketing materials were aligned with the colors and modern sophistication of the rest of the brand identity.
The same treatment was applied to the packaging design. Simplistic design that is both modern, approachable and refined, furthers the experience of receiving the beautiful works of art that are personally crafted through client-crafter collaborations.
Dehres’ passion for exquisite jewelry and their craft are reflected in their marketing communication, with collateral capturing the jewels as the centerpiece of advertising. In public advertising and promotional books, end-customers get a glimpse of the workmanship that had been offered to higher-end that is now available to them. The presence and tangible creation of packaging is evidence of the retail store experience.
Through a collection book, customers are able to see the variety offered by Dehres. As an extension of the family values important to Dehres, personalized invitations were created for the grand opening of the Tai Pei retail store – presenting is as an event rather than an opening. Digital formats were also adapted to the new brand identity, useful for more accessibility between retailers and end-customers.