2013 Winners & Shortlists

MALABAR

BrandMALABAR GOLD AND DIAMONDS
Product/ServiceMALABAR GOLD AND DIAMONDS
EntrantTHE BRAND UNION Dubai, UNITED ARAB EMIRATES
CategoryCORPORATE 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

Name Company Role
Simon Parkinson Tbu Creative Director