Laing the Jeweller, owner of Laings Edinbugh and the two Parkhouse stores in Hampshire and Cardiff, has given both retail businesses a complete refresh and rebrand.
A statement from Laings said it has opted for classic colours, modern lifestyle imagery and a re-styled logo designed specifically to reflect its luxury position, heritage, personality and design expertise.
The sixth-generation family jeweller has teamed with creative agency Wolffe, revitalising the Laings and Parkhouse brands and thier packaging in a bid to showcase Laings’ facets as both an established family business boasting reliability, trust, quality and expertise and a cooler and quirkier side coming through in its jewellery collections.
The red colour associated with Parkhouse and Laings has been replaced with a rich navy and champagne cream with accents of azure – three colours that will be carried across its packaging, advertising and website.
According to Laings the dark blue reflects the classical side of the business, while the azure gives a contemporary edge with more focus given to the detailing on the packaging. Outer boxes have a navy lizard skin finish with a subtle damask gold foil, portraying its accent side with hints of an azure interior. The new ring boxes are distinctly smaller than the norm, custom designed to fit discreetly in the pocket. Store interiors are also being refreshed with more neutral palettes.
The new advertising campaigns will feature edgier creatives and photography, giving the brands more of a lifestyle position. Laing the Jeweller’s new Spirit collection features in its latest campaign, shot at night by photographer Gerardo Jaconelli and combining classic elegance with a modern twist showing a model in theatrical angel wings on city streets.
Laing the Jeweller owner and chairman Michael Laing said: “We are an ambitious business, which has remained successful through six generations by being both relevant and innovative. Whilst we’re emphatically proud of our heritage, we have been working on the enhancement of the brand to bring out our personality and show an edgier, cheekier side in order to grow the business and appeal to today’s consumer. I’m delighted with our new brand, it cleverly represents our core values, reinforces our premium position and is more on trend whilst remaining chic and stylish.”
The new advertising campaign will feature online, billboards and in press publications across the UK from November 2013.