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EVRY Jewels Rebrand
UX/UI Research
Marketing
Teamwork
A rebranding project for EVRY Jewels, a Canadian jewelry brand, involving logo redesign, updated marketing strategies, refined target audience, and overall brand enhancement. The goal was to modernize the brand while preserving its core identity and expanding its appeal to a wider audience.
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EVRY Jewels Rebrand
UX/UI Research
Marketing
Teamwork
A rebranding project for EVRY Jewels, a Canadian jewelry brand, involving logo redesign, updated marketing strategies, refined target audience, and overall brand enhancement. The goal was to modernize the brand while preserving its core identity and expanding its appeal to a wider audience.
EVRY Jewels Rebrand
UX/UI Research
Marketing
Teamwork
A rebranding project for EVRY Jewels, a Canadian jewelry brand, involving logo redesign, updated marketing strategies, refined target audience, and overall brand enhancement. The goal was to modernize the brand while preserving its core identity and expanding its appeal to a wider audience.
EVRY Jewels Rebrand
UX/UI Research
Marketing
Teamwork
A rebranding project for EVRY Jewels, a Canadian jewelry brand, involving logo redesign, updated marketing strategies, refined target audience, and overall brand enhancement. The goal was to modernize the brand while preserving its core identity and expanding its appeal to a wider audience.
EVRY Jewels Rebrand
Team: Jenani Yoganathan and Shivani Gnan
Role: Designer and Marketer
Time: Four Weeks
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Task
This project involves a complete overhaul of the branding strategy and visual identity for EVRY Jewels, a Canadian jewelry brand with identified shortcomings. Our goal is to rejuvenate the brand by assessing its current state, proposing strategic recommendations, and executing a compelling redesign of its visual identity and marketing campaign. Through this process, we aim to enhance consumer engagement and drive greater market success for the brand. My partner and I chose to focus on rebranding EVRY Jewels to elevate its presence and appeal.
Brand Weakness
However, EVRY Jewels faces design and marketing flaws that may impact its brand reputation. The brand's marketing approach is criticized for its excessive repetition and overreliance on advertising, particularly on platforms like TikTok and Instagram, leading to consumer frustration and ad-blocking.
Further, the frequent offering of discounts decreases the value of the brand and its products, potentially weakening its image. EVRY Jewels' marketing strategy lacks relatability and appears overly aggressive, leading some consumers to question the brand's stability.
Design-wise, the brand's website features large elements and lacks colour contrasts, with its minimal aesthetic of pink, black, and white palette, which can compromise the readability of the website and overall user experience. Addressing these flaws could enhance EVRY Jewels' market standing and strengthen its long-term viability in the competitive jewelry industry.
Brand Strengths
EVRY Jewels has several design strengths that contribute to its appeal in the market. Notably, the brand has created a minimalist aesthetic, offering elegant and understated designs that relate to many current trends. By utilizing quality materials such as sterling silver, gold plating, and cubic zirconia, the durability and value of their jewelry pieces appeal to a diverse customer base.
With a lineage in jewelry creation, EVRY Jewels demonstrate credibility and experience in crafting their collections, further enhancing consumer trust. Additionally, the brand's commitment to affordability ensures accessibility to trendy pieces without compromising on quality, fostering a sense of inclusivity and belonging among its audience.
Competitive Analysis
Competitive Comparison - What Works?
A competitor of EVRY Jewels would be PANDORA, a prominent player in the jewelry industry, that excels in showcasing its high-quality products through their marketing strategies. Utilizing high-resolution images and elegant design elements both online and in-store, Pandora creates an ambiance of luxury and professionalism that captivates consumers.
Their flagship product, the charm bracelet, stands out as a symbol of personalization and individuality, appealing to customers seeking unique and customizable jewelry options.
By offering a diverse range of styles and metals, Pandora ensures that there is something for everyone, further solidifying its position as a leading brand in the industry. With an emphasis on quality craftsmanship and personalized experiences, Pandora continues to attract and retain a loyal customer base worldwide.
Competitive Comparison - What Does Not Works?
What doesn’t work for PANDORA is its focus on projecting a high-end image which limits its ability to adapt to emerging fashion trends like Y2K and streetwear, as well as catering to the demand for gender-neutral jewelry.
Additionally, the brand's lack of representation of cultural diversity in both its marketing and product offerings undermines its appeal to a broader range of demographics. Mainly targeting women within specific demographics, Pandora misses opportunities to engage with diverse age groups, genders, and cultural backgrounds. This narrow focus impedes the brand's ability to resonate with a more varied consumer base and may hinder its long-term competitiveness in the jewelry market.
Competitive Comparison - Similarities
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Some common traits between Evry Jewels and Pandora are that both brands utilize a similar aesthetic with colours like light pink, grey, white and black.
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Both brands use similar icons throughout the brand maintaining a clean simple aesthetic.
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They both prioritize providing a variety of jewelry with high-quality materials.
Competitive Comparison - Differences
The brands differ in packaging. Evry Jewels provide customers with plastic pouches that contain their customer's jewelry while Pandora provides the customer with a luxury experience since they walk out with a leather material box containing the customer’s jewelry which will be placed in a Pandora bag decorated in pink filer paper. The experience and packaging differ when comparing both brands.
Marketing is also different in both brands. Evry Jewel's marketing can be found aggressive due to the numerous amount of posters, ads and sales being present to the customer on numerous platforms. Pandora has selected sales and uses high-quality ads and photographs in their marketing process.
Our Rebrand Idea
Explore our rebranding idea through a curated collection of captivating visuals and engaging social media campaigns. These carefully crafted elements reflect our focus on inclusivity, diversity, and elegance, transforming EVRY Jewels into a brand that resonates with modern consumers. From vibrant product photography to interactive posts, each detail aligns with our new direction. Presenting to you our rebranding Idea!
My Creations
Below, you'll discover a collection of captivating visuals and social media campaigns I created to rejuvenate EVRY Jewel's marketing approach and elevate its product style. Each element has been thoughtfully designed to infuse freshness, vibrancy, and sophistication into the brand's identity. From striking imagery to compelling storytelling, every detail aims to captivate the audience and convey the essence of EVRY Jewel's transformation.
Social Media AD
Created to celebrate diversity and highlight the versatility of EVRY Jewels' products, this social media ad features a stunning array of models showcasing a range of styles. With up-close photography capturing the intricate details of each piece, the ad invites viewers to immerse themselves in the beauty and craftsmanship of EVRY Jewels' collection.
Sale AD
Introducing our latest social media sale ad, designed to showcase a selection of EVRY Jewels' exquisite products while transparently displaying the enticing sale percentage. This ad embodies clarity and conciseness, staying true to our brand values, aesthetic, and colour scheme.
Reel AD
Step into luxury with our latest social media reel ad, where every screenshot unveils the exquisite details of EVRY Jewels' products. This engaging marketing tactic is designed to captivate and intrigue our customers, inviting them to explore our collection in a fun and interactive way. With each screenshot, the allure of our brand's luxury and sophistication shines through, leaving a lasting impression on our audience.
EVRY Jewels Rebrand Visual Documentation
Below, you'll find a visual representation of our finalized rebrand. In summary, we've revamped the brand's colour palette to reflect inclusivity and the founder's journey, which inspired the brand's inception. Our product styling and photography have been updated to showcase the diversity, inclusivity, and clear visibility of the jewelry, achieved through strategic lighting and shadow placement. The packaging has been redesigned for a more elegant and luxurious feel. Our advertisements and social media campaigns have transformed to exude elegance and interactivity, ensuring high-quality content. Lastly, the logo has been refined with a calligraphy font to elevate its luxurious appeal. These changes were implemented to address the brand's weaknesses and attract new customers, fostering prosperity.
Key Takeaways
Lessons in Competitive Discovery 🔍
Diving deep into the jewelry market, I sharpened my skills in analyzing competitors by studying what worked (and what didn’t) for brands like Pandora. I uncovered opportunities for EVRY Jewels to stand out, such as embracing diversity, offering gender-neutral designs, and staying ahead of trends like Y2K and streetwear. This process taught me how to transform industry insights into actionable strategies that make a brand truly shine.
Designing with Heart and Purpose ✍️
This project showed me the power of user-centered design in creating a brand identity that feels modern, inclusive, and authentic. From revamping EVRY Jewels’ logo for a more luxurious vibe to crafting visually engaging social media campaigns, I learned how to make every design choice purposeful. By focusing on accessibility, storytelling, and cohesion, I developed the skills to craft designs that truly resonate with diverse audiences.