Susannah Lovis Jewellers

An ageless brand reimagined

We've been collaborating with Susannah Lovis Jewellers since opening our doors in 2010. Located in the prestigious Burlington Arcade along Piccadilly, they specialize in antique and vintage jewellery.

For many companies considering a rebrand the first question is - should they? A refresh has its advantages; it can be more cost-effective, is less harmful to brand equity, maintains consistency and can be a gradual moving forward of the brand so an evolution rather than a revolution. Furthermore, it is a subtle recognition of moving market trends and helps to remain relevant.

Light touch brand strategy

The process starts with a visual audit, examining competitors, the target customer, and aligning with market trends. We assess the client brand against competitors, identifying gaps, differentiation opportunities, and narrative shifts. This involves reviewing audience touchpoints to understand communication channels and encourage action.

What we did /

+ Brand strategy
+ Brand identity
+ Design for print
+ Digital
+ Marketing collateral

Following on from the visual audit our next task is to consider the direction of the look and feel; in the case of Susannah Lovis, from a mildly dated look and a focus on the product to a renewed approach that embodies lightness, modernity, and lifestyle. We reviewed shape, colour, weight, and typography. Finally, we transformed the approach from using generic inventory images to making wider use of Susannah Lovis's exquisite and expressive lifestyle imagery to showcase the jewellery.

The renewed positioning reflects confidence, restraint, and refinement, embodying Susannah Lovis's expertise with a deliberate emphasis on quiet confidence. This transformation is evident in a reimagined tone of voice that prominently features lifestyle-themed product imagery. By removing the logotype descriptor and location tag, we strengthen the sense of gravitas, confidence, and elegance.