BASECREATIVE

Mémoire

Engraving memories in the glint of the jewelry

Mémoire is a high end jewelry brand synonymous with ingenuity, creativity and master craftsmanship. Operative mainly in USA, it works with diamonds, platinum and 18k gold to create nonpareil products through supreme craftsmanship. Seeing the potential of this brand, Chow Tai Fook acquired Memoire in 2015.


With considerable experience in the industry, we know that new jewelry brands need to be actively responsive to variable trends. Mémoire’s elegantly crafted designs coupled with branded jewelry as a growing trend makes a strong statement for the brand. We worked to redefine what made this well-established brand unique.

6%

increase in annual global sales of jewelry

2%

annual increase expected in revenue generation from USA

What we did

Throughout this project, we collaborated closely with the senior management of Chow Tai Fook. Focusing on both areas of brand strategy and brand activation, we created a value proposition that could echo across the diverse range of target customers. This was complemented with the creation of an alluring brand story, which was reflected through abstract, bold and expressive visuals. Our strategy interacted with the market and spread across a range of touch points, with each successive touch point designed to be complementary and compatible.

Research

Brand Identity

Key Visual

Display Design

Research

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.

Brand Identity

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.

Key Visual

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.

Display Design

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

Summary

Mémoire

6%

increase in annual global sales of jewelry

2%

annual increase expected in revenue generation from USA

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