Brand | MALABAR GOLD AND DIAMONDS |
Product/Service | MALABAR GOLD AND DIAMONDS |
Entrant | THE BRAND UNION Dubai, UNITED ARAB EMIRATES |
Category | CORPORATE IDENTITY SCHEMES |
Entrant Company
|
THE BRAND UNION Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
THE BRAND UNION Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
In India the shops are tiny and crammed to the roof with pieces. The ladies spend hours in there, sometimes a purchase – a wedding gift for example - will take half a dozen visits with various aunts and uncles and cousins brought along for advice. It is a social activity.
They don’t feel comfortable in slick-looking shops. Too expensive.
But in Dubai no-body wants to buy diamonds from a shop with a ‘70s logo.
The Brief
Malabar Gold is the most successful jewellers in South India. More than that, by sales volume they are second only to Tiffany.
They wanted to expand from their heartland.
How the final design was conceived
Focus groups. Store visits. Long, long meetings. Heroic quantities of Powerpoint.
Indication of how successful the outcome was in the market
Sales up 40% since re-brand. Overall market has declined in that time. Client attributes this directly to the new identity.
Anecdotally, much increased interest from the daughters of existing customers in Kerala. A welcome development as smart new brands are making inroads there.
Credits
Simon Parkinson |
Tbu |
Creative Director |