We kicked off our project by employing qualitative analysis, conducting a series of interviews, focus surveys, and brand workshops, which informed our ensuing strategy. Interviewing with the original founder of Memoir – Mr. Moizant - helped us understand that Memoire’s core objective of coming to USA was to re-introduce classic French jewelry to the American women who inclined towards relatively larger-sized jewelry.

We uncovered research that showed that American girls are exceedingly trend-driven and have a heightened tendency to adhere to the latest styles of each season. Also, they are likely to spend less on jewelry and favor larger sized pieces of jewels, unlike French women who are accustomed to wearing comparatively discreet jewelry made in more classical proportions. Other executives expected that the branded jewelry would account for 30-40% of the market by 2020, so we needed to make the brand name more of a feature of the jewelry.

Informed by the brand strategy, we then set out to create the brand logo, which was inspired by the classic French scripts of the 1980’s. The red mark on top of the logo, which was previously an accent-shaped mark, was sculpted into a ring silhouette encapsulating the opulent quintessence of the opulent brand. Further extending on this concept, a comprehensive system of visuals equipped with intangible elements of love and excitement was constructed, embodying the true essence of Mémoire.

We strived for a strategy which seamlessly extended the existing value proposition of Mémoire -‘capturing memories’ - by engraving them on wearable jewelry, thus making them ‘living memories’. The customers were subtly influenced to relate the highest strength and quality of their moments to the diamond moldings. We defined the brand positioning as ‘where memories are held’, propagating the same feel.

The brand identity was activated through POS application. This system ensured that the design is accessible and useable across all locations cost effectively.