SASS to launch jewellers Bridal Collection
Cheshire agency SASS has been appointed by Manchester-based jewellery and accessories brand, Jon Richard, to launch the 2009 Bridal Collection for the jewellery retailer.
The design brief comes after the agency completed an initial communications directive to overhaul Jon Richard’s brand architecture and create new collateral.
Jon Richard initially selected SASS to design and implement its new brand identity after the agency’s campaigns for premium jewellery retailer David M. Robinson.
Originally tasked with contemporising the brand, which has a 23 year heritage and brand presence throughout 110 Debenhams’ stores across the UK, SASS devised new brand identities to define and support each of the three product brands that sit under the Jon Richard Retail umbrella: Jon Richard (including its Bridal collection) Mood and Simply Silver.
SASS delivered a range of printed collateral to support each of the product brands. Glossy lifestyle brochures were produced for use in-store, and business stationery cemented the corporate identity.
The ‘Wedding Belles’ campaign was brought to life using original location photography in the Cotswolds, giving the range context and providing "aspirational, romantic shots that sit with the over-arching design concept".
Both lifestyle and stills photography were used to bring the range to life, and the images are featuring on a range of promotional materials, including glossy point of sale brochures, impactful media inserts and exclusive vouchers to feature in Debenhams’ bridal offering.
Sarah Frew, managing director at Jon Richard commented: “We needed to move the brand forward in the consumer’s eyes, and SASS proved the most skilled at making Jon Richard relevant in a highly competitive market place.
“We chose SASS as the agency to help us with this strategic move, due to its strong and highly creative credentials and reputation for truly aspirational design. The array of lifestyle brands that they have also worked with previously and brought brand fame to, became the decisive element for us.”
Creative Director and MD of SASS, Graham Sass, added: “Jon Richard is a familiar high street brand, but needed to re-establish itself to contend with some of the bigger brands out there. By defining each of the three brands’ individual product identities, we made each one more relevant through a range of channels, including creating engaging, aspirational look-books to promote the diverse product ranges available.
“The Wedding Belles campaign was designed to communicate the romance associated with bridal wear, and the art direction and photoshoots captured this well. Bridal accessories are a key range for Jon Richard, and we wanted to make sure that the collateral that supported the brand at point of sale was impactful.
“Our extensive previous experience with brands such as David M. Robinson and HPJ Jewellers is testament to our ability to deliver above and beyond a basic brief – taking affordable jewellery, making it look truly stunning and worthy of any blushing bride on her big day.”